The move is part of the company's increasing focus on what Inbev UK president Stuart MacFarlane called a “dream partnership” of Stella Artois and Beck’s.
Brahma was launched by Inbev UK in 2005 with a £5m marketing budget, and was being advertised in cinemas as recently as last autumn.
At the time, it was highlighted by MacFarlane, then head of take-home for the company, as one of three global brands – alongside Beck’s and Stella – that would most feel the weight of Inbev’s marketing investment in the UK.
MacFarlane said at a press conference last week: “Brahma is slightly more defocused that it was before. That’s not to say it hasn’t been a success but we’re going to take a different approach in responding to consumer trends in innovation on Stella Artois and Beck’s.” A new 4% Stella is set to hit shelves from August.
OLN’s 2007 Beer Report showed a 4% drop in Brahma sales in the take-home trade, and the brand being overtaken by Tiger Beer and Inbev’s own Leffe brand.
Brahma was named as a “brand to watch” by the Superbrands organisation in 2006.