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Britain withdraws Aussie XXXX beer
SYDNEY: Australian Castlemaine XXXX beer, sold in Britain with a slogan that played on four-letter swear words, is to be quietly withdrawn from the country after a drop in profitability, its brewer said.
"The main reason is that the mainstream lager market in the United Kingdom is subject to challenging market conditions," Lion Nathan spokesman James Tait said.
"The profitability available to us was insufficient to justify continuing the brand."
The trans-Tasman brewer will instead export Steinlager Pure to Britain, hoping for greater returns. Annual profits from Castlemaine XXXX had reportedly shrunk to just US$789,000.
"Obviously we looked at all of our options before deciding to withdraw the brand," Tait said. "This is a decision that was made in line with our broader strategy."
Castlemaine XXXX was launched in Britain in 1984 and was once the official beer of the country's rugby league.
It subsequently became a discount option, falling to less than 1% of national sales, according to the Sydney Morning Herald.
Source: AFP
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