Lower ABV. Lower Price. Why We Launched Prince of Thieves at £3.50...

There’s a quiet shift happening at the bar.

Over the past couple of years, several major beer brands have reduced their alcohol content. In many cases, that change moves them into a lower alcohol duty band — saving significant amounts in tax.

There’s nothing inherently wrong with brewing lower-strength beer. Britain has a proud session ale tradition. In fact, some of the finest cask beers in history have sat comfortably below 4%.

But the question that matters to us is this:

If the duty goes down, should the price stay the same?

The Decision We Faced

When we developed Prince of Thieves, a 3.4% Mosaic Pale Ale brewed here in Nottingham, we knew exactly which duty band it would sit in.

That presented us with a commercial choice.

We could price it in line with the rest of our cask range and protect margin.

Or we could pass some of that duty saving on to the customer — while still ensuring our pubs achieve a sustainable gross profit.

We chose the latter.

Prince of Thieves is on the bar at £3.50 a pint — around £1 lower than our average cask price.

Not because it’s a “cheap” beer. Not because it’s a compromise. But because we believe pricing should reflect reality.

Lower ABV. Lower duty. Lower price.

Why This Matters

Pubs are under enormous pressure.

Business rates, wage increases, energy costs and inflation have all hit hard. At the same time, drinkers are more value-conscious than ever.

As an independent brewer and pub operator, trust matters to us. If customers feel that strength quietly drops while price quietly stays the same, that trust erodes.

We’d rather be transparent.

By clearly positioning Prince of Thieves at 3.4% and £3.50, we’re doing three things:

• Offering a genuinely affordable pint in a challenging market

• Providing a proper session ale that works midweek as well as weekends

• Demonstrating that independence means making our own commercial decisions

It’s Not About Undercutting

This isn’t about attacking global brewers. They operate at a different scale with different pressures.

But independence should mean something.

For us, it means we don’t just follow the tax band — we respond to it in a way that feels fair.

Prince of Thieves isn’t a “watered down” beer. It’s a well-balanced, hop-forward, modern session pale designed to be enjoyed pint after pint.

And at £3.50, it gives customers a clear, visible choice at the bar.

A Small Statement

In the grand scheme of things, pricing one beer differently won’t change the entire industry.

But it does send a message about the kind of brewery we want to be.

Transparent.Commercially sensible.Customer-focused.

In a tough climate for pubs, those things matter.

Prince of Thieves is 3.4%.

And proudly priced to match.