Bud Silver bites the bullet

Anheuser-Busch has been forced to axe Bud Silver - its first foray into the standard lager market - after sales failed to reach the company's targets.

The US brewing giant introduced the 4.1% abv beer in 2006 to appeal to men drinking during the week who wanted something less alcoholic.

Silver first appeared in Scotland, a month before it hit the rest of the country. At the time, the brewer said its pint-sized bottle, featuring indentations down the side like a gripped hand, would add to its appeal.

However, doubts were expressed in the trade about the format, which one leading pub company buyer said was flawed because the "gripper" design meant the beer would warm up while being consumed, going against the trend for extra-cold beers.

The beer was given its first national advertising campaign in January, and represented the second range extension for Budweiser in two years.

Budweiser BE - a beer and energy-drink mix - also ran aground last year despite a successful launch in its native US.

Anheuser-Busch marketing director Vicki Kipling emphasised its recent launches in the imported beer market would now be a key part of its strategy, alongside Budweiser.

Kipling said: "We have decided to withdraw Bud Silver from UK distribution.

"Bud Silver sales have not met expectations since the brand launched nationally in July 2006. Anheuser-Busch will continue to sell Budweiser, the UK's third best-selling premium lager, Michelob and our other imported brands, Harbin and Estrella Damm, throughout the UK."