InBev presents new addition to Artois family

14 February, 2008

InBev has added a new oak-aged lager to its Artois range to help “premiumise” beer sales and encourage consumers to trade up.

Eiken, Flemish for "from oak", will be available to the off-trade in 330ml bottle four-packs from March following its launch in the on-trade this month.

Described as a fruity, hoppy lager with subtle floral notes and hints of vanilla, the 4.6 per cent abv lager will be available alongside the Stella and Peeterman brands in the Artois family - replacing the Bock brand.

Steve McAllister, managing director of InBev take home said he hoped Eiken would add value to the lager category.

“It will drive the frequency of purchase by ensuring more occasions can be met by premium lager and will also drive shopper interest and penetration by encouraging more consumers from other categories to buy into it," he said.

InBev has created new POS material to include the new brand and will launch an ad campaign this summer to promote it.

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