No decision has yet been taken on whether to shrink the cans or ABV of Special Brew and Skol Super, also brewed by Carlsberg UK, but Bruce Ray, the company's corporate affairs director, says it wants to create a "responsible drinking environment". The pledge offers an opportunity to reshape the brand's image. But although the craft beer boom created a market for artisan high-ABV drinks, trends in alcohol sales indicate that, increasingly, "most drinkers want something a little less strong", says Wisson. Who knows what Churchill, an enthusiastic consumer of Pol Roger champagne, would make of it all.