Holsten UK has canned the Fast Show advertising campaign for Holsten Pils after two years.
The current limited edition bottle featuring the Crafty Cockney will be the last part of the campaign.
Andrew Edge, who has recently replaced Phil Plowman as marketing director of Holsten UK, said he was delighted with the campaign featuring Fast Show comics Paul Whitehouse and Charlie Higson.
"Holsten Pils is now stable in a very competitive marketplace," he said. "The challenge now is to move the brand forward, and that's what we aim to do."
Edge's statement that the campaign was always set to end after two years was questioned by industry journal Marketing Week, which quoted "a source close to Holsten" as saying that the company was not happy with the campaign, which it believed was not working.
New advertising will be undertaken by agency TBWA, which recently retained the Holsten contract ahead of two rival ad agencies. The company, and its previous incarnation Gold Greenleas Trott, has handled Holsten business since 1977.