HE was the tracksuited, darts-playing, furry figure at the forefront of a concerted effort to convert the bitter-loving British drinker to lager.

George the Bear, complete with trilby, led the drinking revolution that made it socially acceptable for pub landlords to serve fizzy, freezing-cold beer.

But George's early success has largely been forgotten, as trendy newcomers to the UK market such as Stella Artois, Fosters and Kronenbourg 1664 have taken centre stage.

George, and the Hofmeister brand he promoted, owned by the UK's biggest brewer, Scottish & Newcastle (S&N), will stop selling Hofmeister in supermarkets, corner shops and convenience stores.

Other brands that have failed to move with the times, Kestrel and McEwans lager, will also no longer be on sale.

Hofmeister fans will still be able to obtain the lager in 150 pubs in the UK, and McEwans brands will still be sold in pubs for the time being.

The reason for the decision lies in the sales figures.

Last year, Hofmeister sold the equivalent of four million cans of lager. Its big brother at S&N, Fosters, sold 300 million.

S&N's determination to move up the global brewing ranks led to the sale of its pubs, hotel and restuarants group earlier this week for £2.51bn.

Analyst Anthony Platts, assistant director at the Teesside office of stockbrokers Wise Speke, said few tears would be shed at George's demise.

"The end of old-fashioned brands such as Hofmeister, Kestrel and to a certain extent McEwans is a sound financial move from Scottish & Newcastle.

"Some people may regret the demise of George the bear, but not many. Trends are crucial in the alcoholic beverage sector, evidenced by the explosive growth of alco-pops, and not keeping pace with current demand can be very damaging.

"These brands evoke a bygone age no longer in keeping with the modern drinker. The comparatively small sales figures for the old brands to newer brands make their profitability questionable."

A spokesman for S&N's UK brewing division, Scottish Courage, said: "Hofmeister has done sterling services, it has done its job. But I think it is time for George the Bear to hang up his hat."

He said: "Sales of these lagers (Hofmeister, Kestrel and McEwans) year on year have fallen so that the volumes are tiny.

"We wanted to present supermarket consumers a much more streamlined brand range. We have to present brands that are exciting, sexy and different."