“Lowering ABV is just a tax dodge,” they said. Oh, TikTok, you never fail to entertain us.

Let’s set the record straight: when we decided to make Hard Ace a 4.5% lager, saving money wasn’t even on the agenda. Sure, “drinkflation” and tax rumors make for a spicy headline, but the real reason was way simpler: you, our drinkers, asked for it!

We wanted to create a brew that balances strength and drinkability, appealing to both casual beer lovers and hardcore craft fans. So, after a ton of taste tests and feedback from Londoners, we landed on 4.5% as the sweet spot. No dodgy tax schemes here—just a commitment to delivering the best pint possible.