Like first-season sitcoms that failed to catch on, a number of new beers from Anheuser-Busch did not generate an audience will be pulled.
This according to an article this week from the St. Louis Post-Dispatch. The news story reports that AB will halt production of Octulto, Mixxtails, Budweiser Black Crown, Busch Signature, Michelob Ultra Light Cider, Beck’s Dark and Beck’s Sapphire.
All the brands will end next spring. Wholesalers have reportedly been notified of the discontinuation.
Oculto is a tequila-flavored beer that was launched last year in an attempt to gain market share among Millennials. Mixxtails are cocktail-inspired brews that are 8% ABV and come in the flavors Long Island, Firewalker and Hurricane.
In an email to the St. Louis Post-Dispatch, an AB spokesperson wrote, “Anheuser-Busch is consistently looking for ways to optimize our portfolio and deliver the right brands at the right time . . . As part of that continual evaluation, we’ve decided to discontinue or re-align a selection of low-volume brands and flavor variants this spring. This proactive approach to will allow us to prioritize our core offerings and make room for exciting new products.”