SHEPHERD Neame, the brewer that pumps wartime spirit into beer ads, believes its cheeky German jibes may be getting out of date for younger drinkers.

Miles Templeman, who takes over from Robert Neame as company chairman in October, says lines like 'No Nazi Aftertaste' have become a "little dated".

The tongue-in-cheek Bottle of Britain campaign has put the fizz into Spitfire sales by turning it into a national brand.

But lines like, 'Have the sunbeds. We’re going to the bar' have been controversial and sparked three referrals to the Advertising Standards Authority.

Yet Sheps has emerged triumphant every time to celebrate extra sales generated by controversy.

But Second World War slogans such as 'No Fokker Comes Close' and 'Downed all over Kent, just like the Luftwaffe' may have less resonance with younger beer drinkers, believes Mr Templeman.

He said: "We’ve got to find a way of slightly updating it. Lines like 'No Nazi Aftertaste' have been around a while.

"It’s a great line and it still has merit but maybe for today’s 25-year-old, the references are getting a little dated and we’ve got to find a way of moving it on."

Mr Templeman, who is also director-general of the Institute of Directors, will not find it easy to change a campaign cherished by admirers across the country.

Eight years after it began, the brewery still receives requests for posters every week. It has also led to the publication of a book about the history of the campaign, which also features television ads on Sky’s cricket coverage.

Meanwhile, Mr Templeman will move into the hot seat occupied by Mr Neame at next month’s annual meeting.

It marks a further shift to a younger generation of the Neame family, with Jonathan Neame, Robert Neame’s son, already chief executive.

Robert Neame’s decision to stay on as chairman into his 70s was raised at an employment tribunal by former deputy chairman Stuart Neame among a number of criticisms of company strategy. Stuart lost his claim for unfair dismissal.

Mr Templeman admitted it was a challenge fitting into a close family company but it was a "pleasing challenge".

"I don’t see any conflict between what I will want and what the family will want," he said.

He has previously worked for a number of brewers, including Whitbread and Eldridge Pope.

"I love the brewing industry and when Bobby asked me to be a non-executive a few years back, I was pleased to join him."

He said he had no plans for dramatic change at Sheps.

However, he hoped to see more emphasis on its Kent regional identity "so that when you walk into a pub, you know it’s Shepherd Neame and that means something".

The Bottle of Britain Campaign 1997-2005, published by Shepherd Neame costs £5 from selected outlets or order at www.shepherdneame.co.uk.

For every copy sold, Sheps will make a donation to the RAF Benevolent Fund.