Anheuser-Busch (A-B) has withdrawn its UK-exclusive lager brand Bud Silver from distribution.
Sales of the 4.1 per cent pint bottles, according to A-B, "have not met expectations" following the launch of the ambitious brand in July last year.
A spokeswoman said: "The sector has become a lot more competitive over the past year. At least four other new standard lagers have launched, reducing profitable opportunities within the category. Lower pricing by these brands has also had an effect.
"We are going to regroup and refocus on our other brands, particularly those in the premium lager imported sector."
The extension to the Budweiser brand was brewed to fit the British palette, and the on-trade product featured a "gripper" bottle design. A-B's first standard lager launch in the UK, it was designed as a session lager to target the 18 to 44 age group.
Its 4.1 per cent compared with the parent brand's five per cent ABV. It was brewed using only malt, water, yeast and what A-B described as "high-quality Bavarian hops".
The failure comes despite a wide-scale above-the-line promotional campaign this year that comprised national radio, outdoor and supermarket advertising, as well as on 6,500 phone boxes.
Bud Silver will still be available to stockists, which included Regent Inn's Walkabout sites, and Enterprise, and to the free trade through wholesalers Matthew Clark, Belhaven and St Austell. However, production has been ceased.