InBev drops Peeterman and Eiken Artois

2 December 2008 | By Popsop Team

The two beers will be phased out in the on-trade by the end of the year as the company looks to focus on its new 4% abv Stella. Peeterman was launched in the on-trade in August 2006 and Eiken Bock in February this year.

InBev backed the launch of the new range with a GBP 50m investment.

“In order to focus support and investment on Stella Artois — the UK’s No.1 premium lager — and the recently launched Stella Artois 4%, InBev UK is phasing out Eiken Artois and Peeterman Artois,” said InBev UK president Stuart MacFarlane.

“Stella Artois 4% has already proved to be the most successful lager brand to be recently launched in the off trade and it is complementing the established success of Stella Artois which is the most widely available draught lager in UK pubs and the third biggest grocery brand in the UK.

“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.”