Mystery surrounds the disappearance of a famous brewery name from pub signs, lorries and T-shirts, but not from the beer itself.

The notoriously publicity-shy Samuel Smith's is removing its familiar black-on-gold brewery name and Yorkshire white rose logo in a move that goes against conventional business practice.

While other companies desperately plug their names with advertising and product placement, Yorkshire's oldest brewery is slowly hiding its brand.

As pubs are being refurbished, the brewery is removing the famous logo as part of a policy of "treating each pub sympathetically".

Graham Auton, spokesman for the Tadcaster-based brewery, said: "We try to preserve the pubs as they should be.

"We try to treat each pub individually and sympathetically rather than heavily brand them.

"If we think that heavy branding will spoil the character of the pub, then we will not use it."

But he added that the Sam Smith's name would "definitely" not be taken off the pump clips.

He also said that a number of the drays that deliver the beer have been "debadged" in a cost-saving measure.

The Evening Press has learned that staff have also been told they should not wear Sam Smith's branded T-shirts behind the bar, and that at least one pub sign has recently had the badge removed without a refurbishment taking place.

Geoff Henman, from the York branch of the Campaign for Real Ale, said: "Locally we have been unable to establish the reasons for the policy, although a number of non-complimentary suggestions have been put forward.

"The quality of Sam Smith's pubs should be a reason for celebration and not hiding away."

Another recent policy decision by Sam Smith's has meant the withdrawal of high-profit alcopops from their pubs in order "to maintain a traditional pub selling traditional drinks."