AB InBev drops XXXX brand

Anheuser-Busch InBev is planning to withdraw Australian beer brand Castlemaine XXXX from the UK market.

The brewer, which has the license to produce the beer in the UK, has reached an agreement with XXXX owner Lion Nathan not to renew the deal when it expires on June 30.

In a statement AB InBev says: “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.”

The brewer, which produces brands including Stella Artois, Beck’s and Budweiser, says it is currently informing stockists of the decision.

In April, Andreas Hilger was named UK marketing director for the merged Anheuser-Busch and InBev businesses.

Hilger, who joined last year as Inbev’s UK marketing director, now reports to Stuart MacFarlane, who was named president of the UK AB InBev business in March.

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