Peeterman in off-trade move

23 February, 2007

InBev UK will launch Peeterman Artois, a 4 per cent abv lager with a hint of wheat and coriander, in supermarkets and specialist chains next month.

The beer, which hit the on-trade last year and has been supported by a poster ad campaign, will be marketed alongside other members of the "Artois family" in a special fixture , according to InBev's take-home director Steve McAllister.

He said: "The fixture will be different across the market, but essentially what we will have is some communication or something that brings the brands together. We are talking to our retail partners about how we merchandise Peeterman Artois and Stella Artois together. Then there will be some sort of leaflets or fixture dividers that talk about the range . In some retailers Artois Bock will be there as well."

Peeterman Artois will be available in four, 12 and 20-packs of 44cl cans, priced £3.59, £8.99 and £13.99 . It target s premium lager drinkers who want something with lower alcohol, for example when drinking during the week.

"What we are trying to do with Peeterman is offer 4 per cent customers something a bit extra," said McAllister. "The data we were getting from the on-trade showed that not only was Peeterman bringing in new consumers, it was also having an effect that Stella Artois was performing better as well. "

InBev plans to take the brand to independent off-licences later in the year.

Beer in brief

Shepherd Neame's Spitfire Ale is celebrating its 70th anniversary with an on-pack and online competition to win the Ultimate Spitfire Experience - including a pilot training day with a top Spitfire pilot, guided tours of the Imperial War Museum at Duxford and VIP tickets to Duxford's Spitfire displays.

Frederic Robinson has appointed a new packaging brewer - Canadian-born Tracy Brown. Brown started her career in St John's, Newfoundland, but became interested in British brewing when she took a Master's degree in brewing and distilling at Edinburgh's Heriot-Watt University. She said: "Back home, where lager is the mainstay of the industry, there's not much in the way of traditionally brewed real ale and there aren't as many regional breweries or the variety found here."

Fans of Fuller's Organic Honey Dew can claim one of 12 free recipe cards online. The cards feature ideas for recipes with the beer as an ingredient, from mussels cooked in an Organic Honey Dew, parsley and cream sauce to Organic Honey Dew tiramisu with chocolate and pecan brownies. Visit to find out more.

Sixteen winners of John Smith's People's Race competition for a chance to ride at Aintree on Grand National Day have gone into intensive training for the big day when 10 of them will compete in a flat race to win £100,000 for charity. More than 3,500 entries were whittled down to 30 novice riders who attended assessment centres at the British Racing School, before being cut down to 16.

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