Inbev axes Artois add-ons

01 December, 2008

Inbev UK is to phase out Eiken Artois and Peeterman Artois in the off-trade by next April to focus more resources on Stella Artois and its new 4% variant.

The brewer had made a family of Artois brands a key part of its marketing over the past couple of years, but has decided to refocus on what it sees as core growth opportunities.

The move could be seen as preparing the ground for the arrival of the Anheuser-Busch portfolio after the successful acquisition of the American giant by Inbev UK’s Belgian parent.

Peeterman Artois was launched in March 2007, and Eiken was introduced only in February 2008 as a replacement for the Artois Bock brand.

In a statement, Stuart MacFarlane, president Inbev UK and Ireland, said: “In order to focus support and investment on Stella Artois and the recently launched Stella Artois 4%, InBev UK is phasing out Eiken Artois and Peeterman Artois.

"InBev UK is informing stockists of the decision and will continue to work with them to ensure that the InBev UK range of brands, including Stella Artois and Stella Artois 4%, reflects their consumer profile and commercial needs.

“Eiken Artois and Peeterman Artois will be phased out in the on trade by the end of the year and in the off trade by April 2009.”

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