Admitting to watering down your bitter while charging extra for it - a price rise of 2.5p a pint - doesn't sound the savviest commercial move ever. But Yorkshire brewer John Smith says cutting the alcohol content of its Extra Smooth pint while charging more must go ahead.
Rising costs and taxes are blamed, helping George Osborne grab more than £9bn a year in beer taxes.%VIRTUAL-SkimlinksPromo%
The alcohol content of John Smith's Extra Smooth will be snipped to 3.6% from 3.8% though the brewer is adamant bitter customers won't notice the difference. By doing so, it's estimated Heineken, who owns the John Smith brand, should save around £6.6m in duty tax this year.
"The brewery wants to weaken the beer and raise the price," Philip Evans, club secretary of the working men's club in Grimethorpe told the FT. "We are going to sit the rep down and tell him it either goes down or it goes out."
The only way is up
But a big component of the price rise is the beer duty escalator, which rises 2% above inflation every year. This was introduced by Labour in 2008 and clung onto by the Coalition.
If inflation is 2.7% then the duty on beer - 2% added - is 4.7%. Micro breweries are better placed because they're encouraged to keep volumes low, thanks to tax relief. But for mid-sized and multi-nationals, the duty escalator is punishing.
But it does help the Treasury rake in £9.2 billion annually from beer production and sales. The British Beer and Pub Association (BBPA) reckons British drinkers pay more in beer tax than most of Europe - combined.
Tax 13 times higher
"Since 2004, beer duty rates have increased by 42%, and beer duty revenue by just 8% while beer consumption has fallen by 23 per cent," says the BBPA. It claims the North East of England pays more beer tax than the world's biggest (per capita) beer drinking nation, the Czech Republic.
Even a recent 160% tax hike by the French Government still sees UK beer taxed three times higher than in France – around 39 pence per pint. "And there must be more than a degree of Schadenfreude in Germany about Beer Tax," says the trade association, "as the UK rate is now an astonishing 13 times higher than theirs."
A Government e-petition with, to date, 106,839 signatures has so far made little impact in opposing the escalator.
10 of the biggest consumer rip-offs
Britain's favourite pint is watered down
Using a mobile phone to make and receive calls, send texts and browse the web while abroad can be extremely costly – especially if you are travelling outside the European Union (EU), where calls can cost up to 10 times as much as at home.
To avoid high charges, Carphone Warehouse suggests tourists ensure a data cap is in place, use applications to check data usage, turn off 'data roaming', avoid data-intensive applications such as Google Maps and YouTube and use wi-fi spots to update social networking sites.
Payment Protection Insurance (PPI) is supposed to help people to continue meeting their loan, mortgage or credit card repayments if they fall ill or lose their jobs. However, policies are often over-priced, riddled with exclusions and sold to people who could not make a claim if they needed to.
At one point, sale of this cover - which was often included automatically in loan repayments - was estimated to boost the banks' profits by up to £5 billion a year.
Now, though, consumers who were mis-sold PPI can fight back by complaining to the bank or lender concerned and taking their case to the Financial Ombudsman Service (08000 234567) should the response prove unsatisfactory.
It could be you, but let's face it, it probably won't be. In fact, buying a ticket for the Lotto only gives you a 1 in 13.9 million chance of winning the jackpot.
With odds like that, you would almost certainly be better off hanging on to your cash and saving it in a high-interest account.
No-frills airlines such as EasyJet may promote rock-bottom prices on their websites. But the overall fare you pay can be surprisingly high once extras such as luggage and credit card payment fees have been added - a process known as drip pricing.
Taking one piece of hold baggage on a return EasyJet flight, for example, adds close to £20 to the cost of your flight, while paying by credit card increases the price by a further £10.
It may therefore be worth comparing the total cost with that of a flight with a standard airline such as British Airways.
Cash advances, which include cash withdrawals, are generally charged at a much higher rate of interest than standard purchases.
While the average credit card interest rate is around 17%, a typical cash withdrawal of £500, for example, is charged at more than 26%.
What's more, as the interest accrues from the date of the transaction, rather than the next payment date, costs will mount up even if you clear your balance in full with your next payment.
Supermarkets such as Tesco and Asda often run promotions under which you can, for example, get three products for the price of two.
However, it is only worth taking advantage of these deals if you will actually use the products. Otherwise, you are simply buying for the sake of it, which is a waste of your hard-earned cash.
Buy a train ticket at the station on the day of travel and the price is likely to give you a shock - especially if you are travelling a long distance at a busy time of day.
However, you can cut the cost of train travel by 50% or more by going online and making the purchase beforehand - especially if you book 12 weeks in advance, which is when the cheapest tickets are on sale.
Other ways to reduce the price you pay include avoiding peak times and taking advantage of so-called carnet tickets, which allow you to buy, for example, 12 journeys for the price of 10.
Most High Street banks offer packaged accounts that come with monthly fees ranging from £6.50 up to as much as £40, with a typical account charging about £15 per month.
Various benefits, such as travel insurance and mobile phone insurance, are offered in return for this fee. But whether or not it is worth paying for them depends on your individual circumstances.