InBev invests £50m to back Artois expansion

InBev is backing its Artois beer range with £50m of investment, in a move that could boost its on-trade presence.

The spend will fund the roll out of 8,000 new combination fonts capable of dispensing Stella Artois alongside the expanding family of beers that carry the Artois name.

The system - known as Brasserie Artois - builds on the brewer's plans to extend the Artois family of speciality brews, as first revealed by the MA in February.

To coincide with the launch, InBev is bringing out a new

4% abv wheat beer, Peeterman Artois, to sit alongside last year's 6.2% abv Artois Bock.

Pubs stocking the Brasserie Artois brands can choose a new dispense unit with two-out and four-out fonts so licensees can sell a combination of Artois brands.

InBev claims that because

the font has a variable tap

control it will deliver a better pint as staff can create the perfect head and reduce wastage.

Steve Kitching, InBev's managing director of on-trade sales, said: "Brasserie Artois will drive the value of sales by enabling retailers to offer a range of premium beer styles that cater for a broader variety of drinking occasions, with the reassur-

ance of Stella Artois' quality credentials."

The units, which InBev hopes will eventually replace the current Stella Artois font, will be introduced in stages with the two-out launching this month and the four-out following in July when Peeterman Artois becomes available. Brasserie Artois branded glassware is also planned.

Pub company buyers welcomed InBev's attempt to invigorate the beer category and revive Stella Artois, which last year saw sales dip 9.7%.

Steve Martin, category manager for beer at Punch said: "The new font will hopefully deliver beer that's between two and four [degrees], which will be significantly colder. We'll put it in a number of outlets and review it before a full roll-out."

However, another buyer said the font's success was dependent on InBev's commitment to increasing awareness of Artois Bock and Peeterman Artois with consumer advertising.

"InBev is right to look at alternative beers but I don't know if Artois Bock has the consumer franchise."

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