The next big thing in lager?

Name-dropping is not an attractive trait. I realise this, so please excuse me.

I was round at darts legend Bobby George's house the other day and we got chatting about a number of things, including the fact that in Bobby's loft are more than 3,000 Hofmeister ashtrays.

Bobby is on the telly more than ever these days but poor old Hofmeister mascot George the Bear is well and truly in retirement. Hofmeister (which sponsored Bobby back in the day, hence the ashtrays) was once so popular people would literally dance into pubs just like George did on the adverts.

There were other brands so popular you couldn't escape them. Some would 'Stay Sharp to the Bottom of Your Glass', one had a Viking highlighting the merits of the lager he described as 'Horribly Good'.

What happened to the brands we loved all those years ago, but now don't give a XXXX for? The answer is that they ran their product life cycle - to be replaced by other lagers that are running theirs.

Recently, I implemented a number of changes in the lagers stocked by our estate to keep up with these life cycles.

Instead of 'one out, one in', some places seem to have gone to other extremes. The other day I popped into a well-known high-street outlet for a half of chilled lager. I looked at their range and found it really difficult to find something I instantly wanted.

There were lots of brands but, to my mind, just too many. I think that's where some retailers get things wrong. They are always looking for the next new thing when actually there is a lot of life left in the brands they already have. Don't get me wrong: change is good, and so is 'premiumisation', but my observation is that too many changes and too much premiumisation can leave a customer confused.

I have introduced one 'super premium lager' and one 'super mainstream lager' to the mix at Fuller's. I think the important thing is to keep familiar brands along with newer, more premium ones. We do not strive to have an ever-changing lager portfolio but to have a consistent and interesting one.

We tweak occasionally but do not cull constantly.

The temptation to do so is there. There have been many UK lager launches featured in these pages recently: such as Tiger on draught, Baltika in bottle, Grolsch Blonde and Stella Artois 4%. Some will fall by the wayside, others will initially do well and then disappear. The reality is that only one or two will endure.

Their success is not simply about the taste but the combination of innovative marketing, a good branded glass and possibly a slice of luck.

I would love to end by letting you know what the next big lager brand is going be - but I don't know.

However, I do know one brand it definitely won't be. Bobby, if you're reading this, I would get those ashtrays on eBay.