But the brewery could prove that it lowered its flagship British lager's alcohol content in September 2012 in order to save tax. The tribunal papers also revealed that Carling tested a range of strengths below 4% ABV in order to test reactions of the public. The reason for not changing the labeling was to prevent retailers, including pub chains and supermarkets, from demanding "a slice" of the savings, said Philip Rutherford, vice president of Molson Coors Europe, during a court hearing. By the end of 2012 also Heineken UK reduced the strength of John Smith's Bitter and Strongbow cider, from 3.8 to 3.4% and from 5.3 to 5.0 respectively. After being criticized, the Dutch brewer said that it did not want to save tax but aimed at bringing John Smith's Extra Smooth in line with the strength of rival smooth beer brands, including Tetley's, Worthingtons and Boddingtons.