FANS have been left fearing an iconic fizzy drink brand is set to be axed following a huge social media campaign.
Old Jamaica has uploaded a series of cryptic posts and videos online appearing to announce the end of its famous ginger beer tipple.
Old Jamaica is set to discontinue its Ginger Beer drink in the UK[/caption]
A clip on the brand’s website shows an actor pretending to be a shelf-stacker revealing “it’s time for our beloved Old Jamaica Ginger Beer to bid farewell to its beloved drinkers”.
Multiple posts on its Instagram account also call on shoppers to “enjoy it before it’s gone” and stating “farewell Old Jamaica”.
The series of mysterious posts has left some customers convinced the classic fizzy drink is set to axed imminently.
One said on X: “They’re apparently discontinuing the Old Jamaica Ginger Beer… haven’t we suffered enough as a people?!”
“Old Jamaica discontinuing their Ginger Beer? I have nothing left to live for,” said another.
A third commented: “Old Jamaica ginger beer is being discontinued??? This is criminal.”
However, others have taken to X questioning whether the social media campaign is all a ruse to gain the brand some traction.
“So this Old Jamaica Ginger Beer farewell thing is just some fancy clickbait marketing campaign right?”, said one fan.
Another added: “‘Old Jamaica ginger beer ending better be some marketing gimmick thing because I can not go the rest of my life without the number one top tier soft drink!
“Worst thing to ever happen on this date if so.”
The Sun has approached Refresco, which manufactures the beverage in the UK, and Beliv Company, which owns the brand, for comment.
However, Hernán Cerdeiro, chief coordinating officer and campaign lead from SAMY Alliance, the creative agency behind the social media Old Jamaica campaign, told Media Shotz: “The chance to ‘retire a brand’ was something that we relished, simply because as far as we can work out, it had never been done before so publicly.
“We wanted to give Old Jamaica’s loyal customers one last chance to say goodbye, to take that final sip, and see the can ride off into the sunset.”
Multiple supermarkets are still selling the classic 330ml can of Old Jamaica Ginger Beer so it doesn’t appear the product has been axed yet.
Asda, Morrisons and Sainsbury’s all have the can available to buy, although Tesco says it has run out of stock.
Old Jamaica Ginger Beer first launched in the UK in 1988, and is available across convenience stores and Tesco and Amazon.
OLD JAMAICA JOINS LIST OF AXED DRINKS
Old Jamaica Ginger Beer is not the first drink to bid farewell to customers in recent months.
Brands and retailers often discontinue products if they aren’t selling well or to freshen up their ranges.
Ribena fans were left distraught last month after finding out it had axed sparkling blackcurrant drinks.
A spokesperson for Ribena said it was “always reviewing and evolving our drinks to make sure our range is right for our consumers”.
In Spring, Lidl confirmed it had axed popular sparkling mixer Freeway from shelves much to the disappointment of customers.
One said on X: “Why on earth have you discontinued the best drink EVER?!?! I am beyond gutted.”
And Tesco fans were left “gutted” after finding out a popular boozy drink was to be culled from shelves.
Fans posted on X disgruntled upon discovering the Finest salted caramel liqueur had been discontinued, with one saying “this really upsets me”.
In March, fans were left begging for the return of Pepsi Max Raspberry after it was discontinued to make way for other flavours at the end of 2023.
One said: “Why have you stopped doing the Raspberry Pepsi Max!? That was the best flavour!”
Meanwhile, another added: “After you discontinued Pepsi Raspberry, I stopped drinking Pepsi. I’m drinking Aldi’s Twisted Fruits.”
Why are products axed or recipes changed?
ANALYSIS by chief consumer reporter James Flanders.
Food and drinks makers have been known to tweak their recipes or axe items altogether.
They often say that this is down to the changing tastes of customers.
There are several reasons why this could be done.
For example, government regulation, like the “sugar tax,” forces firms to change their recipes.
Some manufacturers might choose to tweak ingredients to cut costs.
They may opt for a cheaper alternative, especially when costs are rising to keep prices stable.
For example, Tango Cherry disappeared from shelves in 2018.
It has recently returned after six years away but as a sugar-free version.
Fanta removed sweetener from its sugar-free alternative earlier this year.
Suntory tweaked the flavour of its flagship Lucozade Original and Orange energy drinks.
While the amount of sugar in every bottle remains unchanged, the supplier swapped out the sweetener aspartame for sucralose.
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