From Monday, the ABV of Caffrey's Draught will be reduced from 4.2% to 3.8%, which Molson Coors says will enable its customers to maximise their profits by offering a premium product at a more competitive price.
The move is being supported by a new brand campaign, which positions the product as "everything you could wish for".
A series of print ads will feature an image of a pint of Caffrey's with three candles on top, to help represent the 3.8% ABV.
The image will be accompanied by a strapline that reads "Taste of an ale, as smooth as a stout, cold as a lager".
Caffrey's first hit the UK beer market in 1994, and has played a major part in helping the On Trade ales market grow to become worth £3.5bn in the UK.
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