Shoppers gutted as Heineken confirms it’s discontinued ‘favourite’ beer
SHOPPERS have been left gutted after Heineken confirmed it had discontinued a refreshing lighter beer that had become a “favourite” with drinkers.
Heineken Silver, the brewer’s 4% extra refreshing lager, has disappeared from pubs and supermarket shelves almost three years after its launch.
Back in 2022, the Dutch lager launched a new 4% alcohol by volume (ABV) tipple designed to suit “lighter drinking” customers.
Dismayed fans took to social media to ask where the beer had gone, only to be told it had been discontinued.
It is understood Heineken took the decision following poor sales.
But, the lighter beer, which had been aimed at a younger audience, did have some fans.
One review posted to Tesco read: “Lovely smooth silver label beer. Really enjoyed it nice and refreshing it went down a treat.”
Another added: “Nice crisp flavour as expected. Handy and easy to drink portions.”
But its popularity was not universal and a third wrote: “This is hands down the worst lager I have ever tasted. Flat, doesn’t smell great, and tastes like stewed vegetables. I wouldn’t recommend or buy again.”
Heineken Silver had been launched early in 2022 and was sold on draught in pubs and sat on supermarket shelves until earlier this year.
Confirming the lager has now been discontinued a spokesperson for Heineken said: “The decision was made after careful consideration of market conditions and as a result, we are substantially increasing our investment in Heineken Original and Heineken 0.0 in 2025.
“Prioritising these brands will allow us to better serve the needs of our customers and consumers moving forward.”
It’s not the only beer to have left shelves in recent months.
Big names from Carlsberg to Fullers have decided to call time on a few of their boozy drinks in a blow to punters.
Fuller’s decision to axe Bengal Lancer, its 5% Indian pale ale (IPA).
Carlsberg Marston’s Brewing Company (CMBC) has ditched eight classic British cask beers this year.
The decision went down badly with real ale enthusiasts and fans loyal to the brand.
The Campaign for Real Ale was the first to spot the de-listing, slamming the decision as “another example of a globally owned business wiping out UK brewing heritage”.
They said: “I hope that this change will mean space on the bar for licensees to stock guest beers from local independent breweries, but realistically, I suspect this isn’t what CMBC plans.
“This loss of consumer choice is the inevitable outcome of a brewing conglomerate run by accountants and the bottom line.”
The beers axed included:
- Banks’s Mild
- Banks’s Sunbeam
- Bombardier (keg)
- Eagle IPA
- Jennings Cumberland Ale
- Mansfield Dark Smooth (keg)
- Mansfield Original Bitter (keg)
- Marston’s Old Empire
- Marston’s 61 Deep
- Ringwood Boondoggle
- Ringwood Old Thumper
Earlier Wetherspoons had announced it was ditching San Miguel in its pubs from this month.
One unhappy punter said on Facebook: “Am gutted to hear that! San Miguel is my absolute favourite.”
Meanwhile, Fourpure Brewing company went into administration but said its beers would continue to be produced by Magic Rock Brewing.
In better news for beer lovers, an iconic 90s brew – Allsopp’s Beer’s Double Diamond – has returned to pubs after a 30-year hiatus.
And teetotallers rejoiced after suggestions that Old Jamaica ginger beer would be axed turned out to be a marketing ploy.
Why are products axed or recipes changed?
ANALYSIS by chief consumer reporter James Flanders.
Food and drinks makers have been known to tweak their recipes or axe items altogether.
They often say that this is down to the changing tastes of customers.
There are several reasons why this could be done.
For example, government regulation, like the “sugar tax,” forces firms to change their recipes.
Some manufacturers might choose to tweak ingredients to cut costs.
They may opt for a cheaper alternative, especially when costs are rising to keep prices stable.
For example, Tango Cherry disappeared from shelves in 2018.
It has recently returned after six years away but as a sugar-free version.
Fanta removed sweetener from its sugar-free alternative earlier this year.
Suntory tweaked the flavour of its flagship Lucozade Original and Orange energy drinks.
While the amount of sugar in every bottle remains unchanged, the supplier swapped out the sweetener aspartame for sucralose.
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