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It has been announced by Australian drinks corporation Lion Nathan that
the Castlemaine XXXX brand will be withdrawn from sale in the UK next
year. It is currently brewed under license in Britain by Anheuser-Busch
InBev at the Samlesbury Brewery in Lancashire, North West England.
The brewing of Castlemaine in Australia commenced in 1748 but only made its
first appearance on UK shelves back in 1984. A 375ml ‘tinnie’ was
launched in the UK in 2006 to match the standard can size in their
market. The licensing deal with Anheuser-Busch InBev expires in June and
will not be renewed. Lion Nathan commented that this move was as a
result of “challenging market conditions” within the lager market in the
UK.
The group released a statement which read, “In an
increasingly globalised world, Lion Nathan believes maintaining varied
brand positioning in different markets is not in the best interests of
the XXXX brand.”
Anheuser-Busch InBev stated, “InBev 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.”