Bock to the future for old Artois brand

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Related tags: Germany, Beer

Interbrew is relaunching its Artois Bock beer this week, a 6.2% abv speciality beer which has not been available since 1960. Bock will be available...

Interbrew is relaunching its Artois Bock beer this week, a 6.2% abv speciality beer which has not been available since 1960.

Bock will be available in three London pubs initially the Hems in Soho, the White Horse in Parson's Green, and the Blackfriar, by Blackfriar's Bridge, with a fourth pub to follow in two weeks.

The beer will be rolled out in 750 UK pubs in August, as well as in the off-trade. Consumers in Leuven, Belgium where the beer originates from will be able to buy the beer in two weeks' time.

Interbrew's new brands design manager Richard Ingram said: 'Bock will be sold in 275ml bottles and half-pint branded glasses only, to encourage the Continental style of drinking and savouring the taste. While the beer will be available in Belgium and the UK immediately, we will also be launching it globally, although nothing has been secured as yet.

Interbrew developed recipes for the malty-flavoured beer after discovering 'strands of information in company papers about the original Bock, which was launched in 1895, while review-ing the Interbrew brand.

Ingram said that compiling a list of the beer's character-istics enabled the company to come up with a recipe that was as close to the original Bock as possible.

Related topics: Beer

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