This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.
News
Stella sheds line extensions
InBev UK is withdrawing Peeterman Artois and Eiken Artois to focus investment on core brand Stella Artois and its newly-launched 4%. Eiken Artois had only recently replaced Bock Artois, which had been introduced along with Peeterman as part of the brewer’s Brasserie Artois concept, unveiled in Spring 2006.
Stuart MacFarlane, president of 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.”
Patrick Schmitt 10/12/08