British consumers have turned their backs on the craze for tequila beers that is sweeping through the European mainland.

The producer of Salitos Tequila Beer, launched in the UK just eight months ago, has pulled out of the UK altogether, citing poor on and off-trade sales for its decision. Through distributor Navson, the company - Miller Brands Germany - achieved listings with Batley's in the off-trade.

Navson's sales and marketing director Nevid Ahmed said the removal of Salitos from the UK market was sad, but it would enable the producer to strengthen its focus on key Continental markets, where demand for Salitos was considerably higher. A spokesman for Navson said he believed the weather played a big part in determining the brand's success. "This kind of beer is popular in Spain but less so in England," he said.

Salitos Tequila Beer was launched in the UK with the aim of capturing people who previously bought in to the declining ready-to-drink market, but the spokesman admitted its links to RTDs may have been detrimental because of the negative press the sector has received.

"This could have been a factor," he said. "It seemed to be the stance taken by multiple retailers when we approached them."

Meanwhile, French rival tequila beer Desperados may not have fared much better. The brand has secured few off-trade listings since it was launched into the UK in 1995.

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