BUDWEISER Brewing Group has officially discontinued one of its premium beer brands.
The move comes just over two years on from the lager’s launch to the UK market.
Budweiser’s continental beer brand Via Roma has been axed from UK shelves after failing to rack up sales.
The drink, which was “inspired by the eternal city of Rome”, was first launched in late 2023.
Brewed in the UK, the drink was dreamt up by the group’s marketing team, offering customers a refreshing lager “infused with a subtle hint of Italian orange”.
The beer was inspired by a growing thirst for European lagers in the UK in recent years.
Via Roma has been described as “the embodiment of Italian brewing tradition, presented in a sleek and stylish bottle that speaks to the discerning beer aficionado”.
The Bottle Club referred to the drink as a “premium lager with a crisp and golden clarity”.
Now, Via Roma has practically disappeared from supermarket shelves, with only Co-op still stocking the drink at the time of writing.
Other supermarkets such as Sainsbury’s, Asda, Morrisons, and Lidl delisted the brew last year.
This came after off-trade annual sales amounted to just £2.9million last April.
The group confirmed to The Grocer that it had ceased production and delisted Via Roma.
As with majority of other buys in the world beer aisle, Via Roma has little connection to its country of inspiration.
According to The Grocer, less than a third of continental lagers on sale in UK supermarkets are imported from their country of origin.
