Customers fume over 'horrible timing' after confirmation favorite seltzer drink is being discontinued

FANS of a popular energy drink are fuming due to what they said was the horrible timing of its discontinuation.

Anheuser-Busch, headquartered in St. Louis, Missouri, owns multiple global brands, including Budweiser, Stella Artois, and Beck's.

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The company is axing its HiBall energy seltzer in an effort to cut back its smaller brands.

In a letter to wholesalers, Anheuser-Busch said they want to: "Better focus and simplify for growth," according to Retail Dive. 

The letter added: "It will now focus on its 'mega brands.'"

Twitter user Louisa Weindruch hit out at the timing of the announcement.

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She Tweeted: "Found out my favorite energy drink, @hiballenergy, is being discontinued right as I'm starting residency. @AnheuserBusch this is horrible timing."

A fellow doctor replied: "Just gonna have to buy everyone you find to stock up!"

One HiBall lover, Jennifer Nielsen even started a petition on Change.org in a bid to stop the discontinuation of the energy drink.

She wrote: "Please do not discontinue HiBall Energy! It's the healthiest and best energy drink out there and the only entirely unsweetened leading brand.

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"It's healthy, delicious, popular, and refreshing and keeps us going all day strong!"

At the time of writing it has 113 signatures with the next goal being 200.

Containing zero sugar, zero calories, and organic caffeine, HiBall is a popular choice for those wanting energy without sacrificing health.

HiBall was acquired by the brewing giant in 2017.

Anheuser-Busch has also announced the end of the road for Babe Wine which was acquired by the company in 2019.

Meanwhile, cereal fans are distraught after the loss of a fan-favorite by Cheerios.

Check out what other drink company is getting grief from fans after discontinuing a popular soda.