Italian-inspired beer Via Roma retired after sales fail to fizz
Published on The Grocer
Budweiser Brewing Group has withdrawn its continental beer brand Via Roma from sale in the UK, after sales failed to make a splash.
The Italian-inspired lager was dreamt up by BBG’s marketing department and first introduced in the UK market – where it was also brewed – in 2023.
It was “inspired by the eternal city of Rome” and “infused with a subtle hint of Italian orange”, BBG said at the time.
Of all the major mults, only Co-op was still stocking Via Roma at the time of writing, with other supermarkets including Sainsbury’s Asda, Morrisons and Lidl delisting the brew last year [Assosia].
Published on The Grocer, 23rd March 2026
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