United Kingdom: Interbrew to revive historic Artois beer

Interbrew UK is to revive a historic brand as it adds another beer to its expanding speciality portfolio, The Publican communicated on May 27.

Artois Bock, which weighs in at a hefty 6.2 per cent ABV and hasn’t been brewed for more than 50 years, is to be launched into the on-trade from August onwards and will sit alongside fellow Interbrew speciality beers Hoegaarden and Leffe.

It will be available on draught, although only in half pints, and in 275ml bottles. A £2m marketing campaign, including press advertising, internet campaign and PR activity, will back the launch.

Phil Rumbol, marketing director for Interbrew UK, said: “The familiarity and trust of the Artois name among consumers will enable Artois Bock to ‘bridge the gap’ between premium lager and speciality beer, widening our drinks repertoire.”

Bock beers originate from Germany and are renowned for their malty, full-bodied flavour and higher alcoholic content. Artois Bock was brewed at the Artois brewery in the Belgian town of Leuven until the late 1950s.

02 June, 2005