Coors Brewers is axing its Java RTD brand to concentrate its efforts behind Reef.
The cull comes a year after the five-strong range was launched into the off-trade, where it gained limited listings in Morrisons, Somerfield and Kwik Save.
Introduced as a value proposition, Java received little in the way of marketing support during its short life, as Coors’ budget was ploughed into increasing Reef’s profile with new ad campaigns.
Warren Langley, Coors’ RTD brand director, said: “Java was launched to capitalise on the growth of value RTDs but we want to focus on our core brands Reef and Screamers which are performing strongly.”
The demise of Java reflects the increasingly competitive nature of the RTD market, where even the biggest players are struggling to maintain sales.
One drinks supplier admitted: “The whole RTD sector is collapsing, which is good news if you sell beer or wine.”