InBev's Artois Bock ready for UK on-trade roll-out
InBev UK is rolling out its new speciality beer Artois Bock nationwide, following a successful test period.
Initially launched in May, the 6.2 per cent beer was tested in several "key" venues in both draught form (served in half pint glasses) and 275ml bottles.
However, InBev UK has decided it will only roll-out to 1,000 venues this year. Licensees can apply through the trade website or by speaking with their InBev UK representative.
If they are selected as a "flagship" draught account, they will be supported by InBev's brand ambassadors team to ensure the beer is stored, displayed and served in the correct manner to reinforce its quality positioning.
The on-trade roll-out of Bock, which coincides with the off-trade launch earlier this month, will be accompanied by a new print advertising campaign (pictured). It will run for six-weeks in The Times, The Sunday Times, The Guardian, The Observer, The Independent, The Independent on Sunday, The Telegraph and The Sunday Telegraph.
Phil Rumbol, marketing director of InBev UK, said: "The strategy for the roll-out of Artois Bock in the on-trade will reinforce the brand's superior quality. This will be further supported by the high quality advertising campaign.
"The launch of Artois Bock came about through the discovery of the Edmond Willems' original recipe in the Brasserie Artois archives in Leuven.
"It seemed only fitting that the first advertising campaign for the brand chronicles his free thinking.
"The nature of the campaign will strike a chord with beer drinkers who will appreciate his achievements and the unique brewing heritage of the brand."
The new brand was criticised by Alcohol Concern and anti drink-drive groups last month who said it was putting consumers in a dangerous position because they didn't fully understand the high alcoholic strength of the beer - a claim strongly refuted by InBev UK.
