XXXX brand has had its day in the UK

Australia-based brewer Lion Nathan is reportedly set to cease selling its four XXXX lager brand on the UK market ending 25 years of its presence in the country.

The brand, which is brewed under license in the UK by Anheuser-Busch InBev, is to be dropped in favour of lion Nathan’s Steinlager Pure, accrording to Australia-based publication the Age.

The brewer is expecting to generate higher earnings from sales of Steinlager Pure on the UK beer market, which has seeen falling demand of light amidst the backdrop of the economic downturn.