Mass-market cider brands are cutting their alcohol content as a precaution against losing the drink’s privileged tax status. As it is more expensive to make, cider can only remain competitive if it continues to attract half the excise duty of beer, and therefore needs to be mindful of social responsibilities. Gaymer’s Old English has reduced alcohol content from 5.3% to 4.5%. The Daily Telegraph 23/6/07 page W9 (Weekend)