Molson Coors: Low-alcohol ad rules “ambiguous”

Molson Coors chief executive Mark Hunter has called for a change in advertising rules to allow low alcohol content to be promoted as a “virtue”.


Hunter, who is also president of ISBA, was responding to the Government’s decision to reduce duty on beers with a 2.8% ABV or below to encourage the production and consumption of low and no alcohol beers.

He says the brewer, which owns the Carling brand and plans to relaunch low-alcohol lager C2 next year, supports the Government’s “willingness to stimulate the low to mid-strength beer market” but wants the “ambiguity” in the advertising rules preventing it “confidently promoting lower strength as a virtue removed”.

He adds: “Currently, there are clear rules supporting the communication of products below 1.2% ABV. We would recommend that these are revised in line with the government’s decision today to stimulate interests in brands below 2.8% ABV.”

The Treasury also intends to increase duty on beers with an ABV above 7.5% will be subject to an additional duty from next year.

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