Carlton & United Breweries has announced it will reduce the ABV on three of its lower alcohol beers.
Cascade Premium Light will drop from 2.6% to 2.4% while Carlton Mid and VB Gold will be reduced to 3% from 3.5%.
A company spokesman said the changes were due to consumer demand for lower alcohol beers.
“We have heard from consumers that for many low and mid-strength beer drinkers the alcohol content is less important than the flavour of the beer and its value. Our brewers are now able to reduce the alcohol by volume of these beers without compromising flavour, while continuing to offer consumers good value for money,” the spokesman said.
“Consumer trends have been shifting towards accessing products with lower alcohol by volume, which are provided by the low and mid-strength beer range.”
The timing of the move is potentially fraught for the ABInBev-owned brewer. The announcement comes in the week that the UK division of Molson Coors was accused of misleading customers by labelling its Carling brand as being 4% ABV, while claiming excise at it being brewed at 3.7%.
The brewer has also suffered consumer backlash in the past for reducing the ABV of its flagship brand, Victoria Bitter, from 4.9% to 4.6% ABV, resulting in then-CEO Ari Mervis having to issue a public apology under the heading, “We heard you…we’re fixing it.”
The brewer had previously assured customers that despite the changes in strength, the beer wouldn’t change any different. Consumers felt otherwise and the changes tarnished the brand.
The current changes to the midstrength range would seem to be in a different category. As opposed to full-strength products, midstrength beers are sold on lower alcohol being the functional benefit of the beers, while VB was always marketed on the tagline, “The big cold beer”. CUB has been proactive in announcing the news, which avoids potential criticism for introducing the changes by stealth.
your still getting the same money for less alcohol that’s a rip off
I hardly drink beer(lots of wine though) and I noticed almost straight away ffs.
Its off to Great Northern for me then.
Another good Beer gone South, I am a long term VB Gold drinker, especially stubbies since its inception. Carlton United seems to have a practice going back years on its light and Mid strength beers, where they keep fiddling with the with the AVG, to say has not changed the flavor is utter BS! off to an alternative Manafacturer for 3.5 beer for me. or I may switch to Northern 4.2 but that would only be feeding the hand that they just chopped off. No more CUB for me !!! I know a lot of VB Gold drinkers and they are all very disapointed..
Yes I agree mate, I was gutted when I bought the new vb gold, taste nothing like the original, I fail to see c.u.b logic
Its back to xxxx gold at 3.5
Not happy with the changes will look for alternatives believe there should be a true mid strength beer available for freedom of choice
Changing back to xxxx gold
Stupid Snr management decision. Hope your bonus gets cut and someone gets fired. 3.5 to 3.9 is midstrengh otherwise drink water. Plus you still charge the same!!! Bunch of %%^##}}{}%%
What a ridiculous decision! Carlton Mid is now a light beer, not a midstrength. After being a Mid drinker for more years than I care to remember, I am going to look for a non-CUB alternative. Wake up to yourselves CUB!
VB Gold has lost me and my mates, sales are going to drop dramatically, bye bye CUB
“A company spokesman said the changes were due to consumer demand for lower alcohol beers.”
What a load of BS, this is all about profits for the company with no regard for what the consumer wants. The excise tax on beer not exceeding 3% alcohol is $41.95 per liter of alcohol and the excise tax on beer exceeding 3% but not exceeding 3.5% alcohol is $48.86 per liter of alcohol. It’s not exactly ‘rocket science’ to figure out that a 375ml can @ 3% contains .0113 litres of alcohol (375ml X .03) and the same can at 3.5% contains .0131 Litres of alcohol (375ml X .035) therefore the tax on a can of 3% is 47.19 Cents (.0113 X $41.95) and tax on a can of 3.5% is 64.13 Cents (.0131 X $48.86). So the tax on a 30 can block of 3.5% is $19.24 (30 X .6413), and the tax on the same block of 30 cans of 3% is $14.16 (30 X .4719), resulting in a cost savings to the company of $5.08, is this cost reduction resulting from “consumer demand for lower alcohol beers” going to be passed on to the consumer??
Pigs might fly too!!! Sorry folks, but after all the years of enjoying Carlton Mid, I’ll be ldooking elsewhere!
right with u buddy they lost me doesn’t even taste the same
Paying more for less. What genius decided fix what wasn’t broken. Very disappointed CUB .I am now forced to change after buying and enjoying 3.5 Carlton mid cans since 1998. Stupid.
Love the VB midstrength 3.5 Very sorry the alcohol content was tampered with.Looking for an alternative 3.5.
Less flavour cost more dollars because of stupid recycle scheme stuff up in all departments.
I have been a Carlton drinker across most products since 1977 and have thoroughly enjoyed your product bit now I believe you have let me down. I started drinking carlton mid about 5 years ago found it to be the bezt mid beer on the market but oh no yoy carlton have changed the taste the quality so I have no other choice but to turn to another brewwr of beer I know it doesn’t meen much to you lot that I am changing but at least three of us are going to another beer I know you don’t care but have you heard a statement in business if it ain’t broke don’t fix it you my long time fruends have stuffed it.
Mate I totally agree, Carlton Mid 3.5 was (in my opinion) the closest tasting mid to full strength. What a load of horse [email protected]#&t!!!!!!!!
I agree with above comments iwould like to know when they carried out the survey,did they just listen to the temperance society will be changing to hann 3.5 from now on,the old saying if it’s not broken why fix it KEV B.
Bye bye cub. Will miss the red can but not paying the same for less!! Shame on you cub
Well been a Carlton mid drinker for 5 plus years now getting RIPPED off by the brewery JUST LIKE THE F::: GOVERNMENT GET LESS AND PAY MORE
BS profit before consumers, been 2x30pack a week for years, looking for alternative, any suggestions, not going back
XXXX Gold or Great Northern Mid
Great Northern is owned by CUB. So they couldn’t care less if we switch to it. It’s a real shame though VB gold was a great mid strength beer.
Stick your c.u.b. products where the sun don’t shine. Xxxx summer from now on.idiots
CUB saving $5 a carton on tax, yet no savings passed on to customers. I feel betrayed. It never appears on special either. Iron Jack looking good to me.
No Thanks Carlton, I’m off back to XXXX Gold 3.5 from now on.
Consumer demand ! What a load of BS. CUB has turned this beer from a mid to a light and expect us drinkers to accept it. Not for me, will be finding another mid. See you later CUB.
3 ctns a week & price has increased.Bullshit. Great Northern for me.
I love drinking my midi and Carlton Mid has always been my choice. Well not anymore. Very disappointing and just another greedy brewerie like many others. Prices go up and quantity and quality goes down. Hopefully people will change to another brand so that you can learn a lesson.
That’s it for me back to xXxX gold cub you have shot yourself in the foot so to speak have drank this for over twenty years am sending info to mates to change we only drink the stuff to get a buzz don’t you realise that otherwise people would drink water
agree with all comments above.what else is available 3.5 to 3.8 that tastes like beer and not water.
This is horse [email protected]#!t. Carlton is the closest tasting mid to full strength. No change in taste my [email protected]#$e
I just heard about the drop of alcohol in carlton mids,I have been buying 2 pallets a year for the last 3 years but unless I can get another, great northern will get my money. They did it to carlton cold which I used to drink, now mids, what a bunch of idiots. F you cub
Remember when Cadbury played around with there chocolate people stopped buying it and great northern are already giving u a run for your sales.your mad.
Thanks for nothing CUB all the people I know that drank VB gold up here including myself have all changed our brands so much for looking after the loyalty of your regular customers
Tastes completely different we were all happy with alcohol content and flavour
Remember what happened when you changed VB green
Shit!!! Just went & bought 2 cartons of carlton mid. Forgot all about cub lowering the abv. Been drinking this for the last 7 years but its all over now. Thanks a f#*#*en lot cub.
As far as it not tasting any different, what a lot of horse shit. I’ve been drinking it for years and bought a 30 pack a few days ago. It tastes like crap now, will be saving it for visitors that I don’t want to come back now. Great northern it is now.
Totally agree with all and if you ask anyone who sells VB Gold as to why CUB has changed from 3.5% to 3% no one has any idea other than “Have they?”. As stated the consumer has asked for this and i’ve been drink’n Gold not long after hitting the shelf but when was my opion asked for? Decisions have been made by CUB to put the $$$ before the consumer well now i’ve made mine too and the GREAT NORTHERN will be wetting my whistle from now on.
No more Gold VB here it tastes like crap and they charge the same amount , why change a great beer? because of greed, lot me
You have lost me on this issue. A mate of mine told me about this drop in alcohol content. He informed me that there was a statement issued by CUB about dropping the content which I never saw in the papers or on tv. Sorry going to drink other 3.5 beers and it won’t be a CUB product and that’s for sure. Just lost another customer and I’m pretty sure more will follow.
Will cub be changing the name now? What a pity. Mid strength was the best.
What a load of crap! Ari Mervis is probably a cider drinker anyway. Seems to me like CUB are trying to claw back some revenue lost to Great Northern, XXXX Gold & the other beverages we often see advertised on TV. Where are the catchy ads for my beloved Carlton Mid?? Last time I asked for a Mid at the pub, I got a stubby with a white marlin on it! Now I have to ask for a CARLTON Mid because the reps aren’t doing their job. Instead of lifting their promotions game, CUB are taking it out on their loyal customers. CUB should be pushing their reps to get these beers back to the race tracks, footy grounds and other events, not quietly compromising the flavor quality of their beer by lowering the cost of production, whilst my favorite drop disappears from behind the bar! With any sign of common sense we will be hearing “We heard you…we’re fixing it” again, instead of the echoing “Do you know where we are…Nope…”, coming from CUB HQ, hey Ari!
Just tryed the 3 percent Mid it is horrible I have enjoyed Mid for a number of years so I know the taste.
This is bloody rubbish.
Disappointed! I did. It see the news about the beer being reduced but only noticed it in the taste! Along with others I’m searching for another that is close to what Carlton Mid was like.
My Club is one of the few establishments with Mid on tap. There are about 6 of us who regularly purchased mid. I am informed that I am now the only Mid drinker and the others have moved to other 3.5 brands. The Mid will taken off as soon as it is finished. I am not sure what I will be drinking.
enjoying a xxxx now $1200 pa out of your pocket cub & thats just me.BAD MOVE.
I’m really enjoying the new improved Carlton Mid at 3%. CUB are right consumers want lower beer products!
No argument for taste Waz – but can CUB survive with the very few positive reviews? They should remember the old Mortien fly spray ad – ‘when you’re on a good thing – stick to it!’
Will be off the market in no time new 3.0% variety worst beer ever tasted from one who used to swear by the old 3.5 stuff when you had to have a couple if driving. Old VB scenario of some 10 years back when CUB rooted that beer. Totally alcohol % excise driven, bulsh about it being consumers demanding it to be lowered even the Cascade was poor before even worse now xxxx gold here we come.
The Carlton Mid brand was based on the 3.5 Alc vol category MIDSTRENGTH. Following the lowering of the ALC VOL to 3.0 CUB cannot justify still calling this brand MID as it doesn’t deliver it’s core promise. Maybe it should be called Carlton Light-MID to truely reflect what the consumer is buying!!
I AGREE WITH ALL COMMENTS ABOVE ITS OFF TO GREAT NORTHERN FOR ME AND A LOT OF MY FREINDS STUFF YOU C.U.B.
I used to drink swan gold yes i know that was years ago then they stopped making it and the swan brewery has completely gone , so switched to C.U.B mid have been drinking that for at least 20 years now at least 3 cartoons a week … so someone recons every body will like the new change to 3% … not me!!!! so good buy C.U.B and hello to great northern
Been drinking Carlton Mid for 18 years and just realized that I am now paying $48 a 30 pack for light beer in central queensland and being ripped off ! F#@k you CUB and goodbye !!!
Been drinking Carlton Mid for years.Where was the survey done that more people wanted a lower ABV in there alcohol.In Sydney or somewhere the yuppies drink.The new 3.0 Carlton Mid tastes watery and I for one will be boycotting CUB products until 3.5 is restored to its former glory.Hahn 3.5 for me.
Sorry CUB but you are ripping us off..Not happy.I will be changing to xxxx until you restore the beer back to its original form..You have lost another customer, I have no intentions of paying almost $50 a carton for a p*** weak beer.
Your all crazy its heap better in taste. All my mates think its still a tip top drop.
Ive been a red can drinker of a 30 pack a week for years, I didn’t actually notice the ABV change last year and I didnt care when I found out about it. The last few 30 packs of cans I have brought Aug/ Sept 2018 have tasted like shit. I’m moving on CUB your product has gone to crap.
Is that why Carlton mid strength tastes like crap, will have to find new beer! Used to be best middy in my opinion!👎
Just found out was getting ripped so gunna change to Great Northern . Don’t believe there BS . Pay more for less
Disappointed, Bottle shops not too happy either. fortunately we have choice of other non CUB brews.