Fans of Old Jamaica Ginger Beer have been left in a state of shock after the makers of the iconic fizzy drink suggested it would be 'axed'.

In a clip shared by Old Jamaica on its official website, an actor pretending to be a shelf-stacker said: "It's time for our beloved Old Jamaica Ginger Beer to bid farewell to its beloved drinkers".

The firm has also shared a number of mysterious messages on the popular social media platform Instagram telling users to "enjoy it before it's gone" and stating: "Farewell Old Jamaica".

Old Jamaica Ginger Beer fans rage as popular fizzy drink faces being 'axed'

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According to The Sun newspaper, these posts have been met with hundreds of messages from fans of the popular soft drink with one writing: "They’re apparently discontinuing the Old Jamaica Ginger Beer… haven’t we suffered enough as a people?!"

Another said: "Old Jamaica discontinuing their Ginger Beer? I have nothing left to live for."

A third commented: "Old Jamaica ginger beer is being discontinued??? This is criminal."

Others took to X, formerly known as Twitter, to express some scepticism around the apparent axing.

One user said: "So this Old Jamaica Ginger Beer farewell thing is just some fancy clickbait marketing campaign right?"

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."

However, Hernán Cerdeiro, chief coordinating officer and campaign lead from SAMY Alliance, the creative agency behind the social media campaign, told MediaShotz: "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."