Time called on Samlesbury-brewed beer brand after 25 years (From Preston and Leyland Citizen)

Time called on Samlesbury-brewed beer brand after 25 years

1:12pm Wednesday 10th June 2009

• Print
• Email
• Share
• Comments(4)

By Tyrone Marshall »

LAST orders have been called on a beer brewed in Samlesbury.

InBev bosses and brand-owner Lion Nathan have agreed to stop producing Australian beer XXXX, after research showed British drinkers could not give a Castlemaine XXXX about it.

InBev UK was licensed to produce the lager at its Samlesbury base, but the agreement with Lion Nathan expires on June 30 and will not be renewed.

The announcement comes just a year after 160 workers, almost half the workforce, were axed from the brewery.

At that time, InBev chiefs blamed a downturn in beer sales for the job losses.

It is not clear what effect, if any, the decision to stop producing the beer will have on the remaining workers.

A joint statement blamed ‘challenging market conditions’ for the decision to axe XXXX from the UK market after 25 years.

It said: “The mainstream lager market in the UK is subject to challenging market conditions.

"Also, in an increasingly globalised world, Lion Nathan has taken the view that maintaining varied brand positioning in different markets is not in the best interests of the XXXX brand.

“Consequently, Lion Nathan has taken the view that it is not in the best long term interests of XXXX to continue marketing the brand in the UK.

“InBev UK always strives to be innovative in the mainstream lager category, which has led to many of our new products and developments.

“We track these new products in real commercial terms and against consumer demand, and we will make changes if necessary in order to deliver the best for both our consumers and our customers’ business.

“InBev UK is informing stockists of the decision and will continue to work with them to ensure that the InBev range of brands including Stella Artois, Beck’s and Budweiser reflects their consumer profile and commercial needs.”

InBev had reportedly lost focus on the XXXX lager, and had instead turned its marketing efforts to Stella Artois and Becks, and spin-offs Stella Four per cent and Beck’s Vier.

• Print
• Email
• Share
• Comments(4)