Peeterman rolls out in time for Christmas

InBev is launching its first national ad campaign for Peeterman Artois, which focuses on the beer's low abv.

The poster ads will run from the end of November on 7,000 sites across the country, in cities such as London, Birmingham, Cardiff, and Brighton.

At 4% abv, the ads for Peeterman will focus on the fact that it is "a different strength from Artois".

Four different colourful illustrations of the word "Artois" - each with its letters arranged to spell out "4%" - run alongside the image of a branded chalice glass of Peeterman.

Jon Sampson, marketing manager for Brasserie Artois, said: "The campaign plays on the 4% abv because Peeterman Artois apeals to consumers looking for an easy-drinking beer, but who don't enjoy typical standard lagers.

"The pre-Christmas period is a time when there is a huge surge in pub visits so it is a key time to encourage sampling. The ads will run on busy city sites where they will not only be seen by consumers, but they are also near a large number of outlets, which will encourage trial."

He said the poster campaign would reach five million consumers, 78% of its target audience of 18 to 34-year-old drinkers. The support comes as the beer begins its third month of roll-out into UK pubs as part of Artois range of beers, which also includes the 5.2% abv lager Stella Artois, and Artois Bock, a 6.2% abv imported beer.

Peeterman Artois was brewed from 1794 until the 1950s, in Leuven, Belgium, and was relaunched in August.