Brewed in Samlesbury, yet long associated with down under, Castlemaine XXXX once formed a strong alcoholic bond with British beer drinkers thanks to its catchy advertising slogan.
But with sales slumping, Castlemaine has become the latest casualty drowned out in a beer market thirsty for business.
Beer sales are at their lowest levels for 40 years, and an average of 39 UK pubs are closing each week – it is easy to see why brands such as XXXX and Cobra, recently saved at the last minute from administration by Molson Coors, have been struggling to survive.
Yet while the strongly advertised, international lager brands are struggling, one part of the beer market is doing much better - real ale.
In the last year there have been 80 new breweries set up and, for many, business is booming.
Among the smaller firms that are enjoying strong sales is Lancashire's Bowland Brewery where owner Richard Baker says his sales have shot up by 20%.
I think people are recognising that local is best and if we have got something within 30 miles, it is going to be fresher," he said.
"In a national pub network beers go all over the place and can be in places for five or six weeks.
"People know what's going in our beers and we find people in Lancashire tend to like their beer below 4% whereas in West Yorkshire it is between 4 and 5%."
For the full feature, see Wednesday's Lancashire Evening Post.
>>Sales slump calls time on XXXX brewing
