UK: InBev axes wheat beer ahead of UK launch

Global brewer InBev has pulled the plug on the German LõwenWeisse wheat beer just as the Wychwood Brewery was about to launch it in the UK, media posted on August 28th.

LõwenWeisse is brewed by Lõwenbräu in Munich and Wychwood, which already handles Lõwenbräu Original and Lõwenbräu's Oktoberfest in the UK, was due to start importing it in November in 500ml bottles.

But, just days after unveiling the brew at a press tasting in London, InBev announced it was withdrawing LõwenWeisse from distribution as part of an international rationalisation of brands.

Wychwood managing director Rupert Thompson was reportedly “surprised and disappointed” by InBev's decision, but he said he would now be looking for a replacement speciality beer over the next few months.

One new line Wychwood will be introducing in November is the 5.2% alcohol-by-volume Spaten premium lager, another InBev-owned brand.

The lager, which is likely to retail around £1.59, is also targeted at drinkers of speciality beers and comes from the oldest brewery in Munich.

Thompson said Wychwood was looking to grow a business that already includes the Hobgoblin dark ale and other Wychwood-branded beers, the Brakspear range of ales and the Duchy Original Organic Ale.

Its Green Goblin cider, produced by Thatchers, is now available in Morrisons, Sainsbury's and Waitrose.

“As a business,” he said, “we are about innovation, both in terms of what we do and the way we brew. We have a lot of different beers and very different styles. There is remarkable variety.”

29 August, 2007