Fuller’s confirms it has discontinued a popular beer ‘that hasn’t moved with the times’ as punters plead ‘bring it back’
FULLER’S has confirmed the discontinuation of a popular beer that “hasn’t moved with the times” – as punters plead the brewing company to “bring it back”.
The horrified fans took to social media to mourn the loss of the distinctive hoppy ale, which was available on draft and in bottles.
The axed beer, Bengal Lancer, is a 5% Indian pale ale (IPA).
It is pale in colour and has a bitter flavour – with notes of malt biscuit, caramelised orange, apricot and spicy hops.
Fuller’s, which runs 400 pubs across the UK, served the brew on tap – while the bottles were available in supermarkets and off-licences for £3 to £4.
The company confirmed the news on X, after a disgruntled punter asked: “Has your supply of Bengal Lancer in the bottle dried up? My usual haunt can’t seem to get it in.”
A Fuller’s representative replied: “I’m sorry to let you know but we’ve discontinued Bengal Lancer.
“Sorry for any disappointment caused and we hope you’ll continue to enjoy our other Fuller’s beers.”
The news quickly spread to the Fullers Fans Group on Facebook, with one user hoping that beer giant Asahi, which owns the brewing wing of the company, could reverse the decision.
He said: “Can’t be true, surely!!!!. Isn’t it Asahi, that would decide on that?
“The Fuller’s A.G.M is coming up on the 23rd of July, 24. If that is true would it be worth persuading Fuller’s, as a pub Co, to try and get Asahi to change their mind?”
Another wrote: “That’s a real shame. When you could get it on draught it was lovely.
“It was also one of the few ‘real’ IPAs at over 5%; anything below that it really just a Pale Ale, however pleasant.”
A third simply typed: “Boooo.”
However, another commenter believed the beer had had its day.
He said: “I had that in my Fuller’s cellar for months and months and literally NOBODY brought it, an out of touch aging beer that hasn’t moved with the times unfortunately.”
Bottles of the beer can still be purchased at London Liquor Store – with eight-packs on sale for £19.92.
It comes after Wetherspoons announced it was ditching San Miguel in its pubs from this month.
One unhappy punter said on Facebook: “Am gutted to hear that! San Miguel is my absolute favourite.”
Meanwhile, Fourpure brewing company went into administration, but said its beers would continued to be produced by Magic Rock Brewing.
In better news for beer lovers, an iconic 90s brew – Allsopp’s Beer’s Double Diamond – has returned to pubs after a 30-year hiatus.
And teetotallers rejoiced after suggestions that Old Jamaica ginger beer would be axed turned out to be a marketing ploy.
Why are products axed or recipes changed?
ANALYSIS by chief consumer reporter James Flanders.
Food and drinks makers have been known to tweak their recipes or axe items altogether.
They often say that this is down to the changing tastes of customers.
There are several reasons why this could be done.
For example, government regulation, like the “sugar tax,” forces firms to change their recipes.
Some manufacturers might choose to tweak ingredients to cut costs.
They may opt for a cheaper alternative, especially when costs are rising to keep prices stable.
For example, Tango Cherry disappeared from shelves in 2018.
It has recently returned after six years away but as a sugar-free version.
Fanta removed sweetener from its sugar-free alternative earlier this year.
Suntory tweaked the flavour of its flagship Lucozade Original and Orange energy drinks.
While the amount of sugar in every bottle remains unchanged, the supplier swapped out the sweetener aspartame for sucralose.