Asahi reduces Hophead ABV
The firm detailed it has reduced the ABV of Dark Star’s Hophead beer from 3.8% to 3.4% to allow the brew to enter the lower threshold for beer duty, supporting Asahi’s ability to invest in Dark Star.
However, the MA understands the wholesale price for on-trade customers will not be reduced, leaving some operators frustrated.
One operator, who wished to remain anonymous, told the MA they felt the firm could have shared more details with on-trade customers and should reduce the wholesale price in line with the lower duty threshold.
Mitigate costs
They said: “I find it a bit cheeky they just send out a new badge with a note asking us to change the badge as they have changed the ABV.
“Is it cheaper now they pay less duty? I bet if I asked that question headquarters would just say the cost of materials has gone up and the saving on duty helps mitigate the costs.
“I haven’t tried the 3.4% version as yet so can’t comment on the quality, but I just wish they came clean with a press release explaining why [they took this decision].
“We sell a lot of Hophead and now I’m questioning whether it’s better to look for an alternative.”
Though an Asahi UK spokesperson told the MA productions costs had soared to an all-time high and asserted this could not be ignored.
Solid base
They said: “We have done a lot of work on the 3.4% recipe. The characteristics that make Hophead the brew it today comes from the Cascade hops, the assertive bitterness, and the overall balance and quality of our flagship golden ale.
“We believe we still deliver this with Hophead at 3.4%. We are proud of the heritage of Dark Star and the reputation for brewing brilliant, impactful beers.
“We also strongly believe in the potential of the Dark Star brand to reach a broader range of consumers across ale and craft categories.
“To do this we need a solid base, but we cannot ignore the current climate we live in; materials and production costs are at an all-time high.
“Moving to 3.4%, and entering the lower threshold for duty, supports our ability to invest in Dark Star including continuing to grow Hophead as a national brand.”
