Budweiser Brewing Group Halts Production of Via Roma Premium Lager
Budweiser Brewing Group has officially confirmed the discontinuation of one of its premium beer brands, Via Roma, which has been removed from UK shelves. The beer, marketed as "the embodiment of Italian brewing tradition, presented in a sleek and stylish bottle that speaks to the discerning beer aficionado," was inspired by Rome and catered to a growing British interest in European lagers in recent years.
Limited Availability and Retail Delistings
Currently, only Co-op stores continue to stock Via Roma, while major retailers including Sainsbury’s, Asda, Morrisons, and Lidl have all delisted the product. This move reflects shifting market dynamics and consumer preferences in the competitive beer sector.
UK Pub Industry Faces Severe Profit Pressures
The discontinuation coincides with alarming new data on the financial struggles of UK wet-led pubs. Research indicates that for every £1 spent on a pint in 2026, these pubs could retain a mere 3p in profit, a significant decline from 5p last year and 7p the previous year.
Analysis of Pub Operating Costs
Money.co.uk business current account experts, utilizing data from the British Beer and Pub Association (BBPA), modeled key operating expenses to understand where pub revenue is allocated. Their findings reveal that while consumers face higher pint prices, pub profits have dropped by more than half over the past two years.
Rising costs are steadily eroding margins in 2026, with several factors contributing to the squeeze:
- Beer duty has increased by 3.66% this year, adding approximately £35 weekly to costs.
- Wages are expected to cost around £229 more, representing about 31% of revenue.
- Wholesale food and drink costs account for 41% of revenue, the largest expense.
Breakdown of Pub Profit Margins
After accounting for utilities (4%), business rates (3%), and other operating costs, gross profit may be just 6% of revenue, equating to 6p per pound before rent deductions. Industry guidance from the BBPA suggests rent can consume around 50% of gross profit, leaving wet-led pubs with only 3p profit per pound spent.
For pubs charging an average of £5.17 for a lager pint, this translates to roughly 16p profit per pint. These persistent cost pressures raise concerns about the viability of many establishments, with the much-discussed £10 pint becoming an increasingly realistic prospect in more expensive UK areas.
The combination of brand discontinuations like Via Roma and severe profit challenges highlights the turbulent landscape for both brewers and pub operators, signaling potential shifts in the UK's drinking culture and hospitality industry.
