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Are you going for a (mid-strength)
pint?
10.09.12
DONEGAL drinkers are
turning to mid-strength beers in response to lower
drink driving limits, health factors and lifestyle.
Brewers say a growing number of Irish consumers are
choosing lower alcohol beers as awareness of their
availability grows while watchdogs say such drinks
can help combat harmful drinking.
Regular beers have alcohol volumes of around 4%. But
drinkers can now opt for lagers, stouts and ales
with strengths of 2% and 2.8% including Guinness
Mid-Strength and Carling Zest.
Large Derry supermarkets and off-licences stock even
bigger selections of mid-strengths.
While market share is still well below 10%,
producers expect strong growth in the mid-strength
sector here. |
Irish Brewers'
Association senior executive, Thomas Burke, said
changes in society have made consumers more
receptive to the switch.
"The lives of drinkers change as they assume more
responsibility in terms of work and other
commitments," said Mr Burke.
"Mid-strength products give them the choice of
reducing their intake of alcohol while still
enjoying the full taste and experience of their
chosen beer.
"Mid-strength products are also a great alternative
for times when you want to socialise with friends,
like during the Christmas period or mid-week, but
there are limitations on the amount of alcohol you
would like to consume," he added.
Brewers are pumping investment into the mid-strength
market in expectation of strong growth here. |
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Irish Brewers' Association senior
executive, Thomas Burke, expects strong growth in
the mid-strength beer market. |
They hope to emulate
Australia where mid-strengths now account for a
tenth of the overall beer market.
The Mature Enjoyment of Alcohol in Society (MEAS)
group said beverages with lower alcohol volumes
could help drinkers to pace themselves.
"Mid-strength beer has a lesser impact on the body
and makes pacing yourself and drinking at a
reasonable rate much easier," said MEAS chief
executive, Fionnuala Sheehan. The organisation,
which runs the Drink Aware website, said people
should aim to consume no more than one standard
drink per hour. A standard drink is equivalent to a
half-pint of full-strength beer or a small glass of
wine.
"In the case of a mid-strength beer with a volume of
2%, a pint would represent just a single standard
drink therefore providing a pragmatic means of
reducing the amount of alcohol consumed on a single
occasion," added Ms Sheehan.
She said lower alcohol alternatives could also help
people stay within the recommended 17 standard
drinks for men and 11 for women per week. People
should also aim for three alcohol-free days a week,
she said. |
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