UK: InBev launches Eiken Artois beer

InBev has announced the launch of Eiken Artois, an oak-aged beer that is a new addition to its Artois range of beers, The Publican reported February 22.

The 4.6 per cent beer is expected to replace Artois Bock on the bar, to sit alongside Peeterman and Stella Artois as part of the ‘La Famille’ font.

Steve Kitching, managing director, commercial and field operations at InBev UK, says: “This distinctive new brand will help drive value into the lager market by encouraging more pub-goers to trade up.

“The use of oak ageing — something that is relatively new for lager brewing but is well established in wine-making — brings complexity through its depth of flavours.”

22 February, 2008