Peeterman Artois and Artois Eiken axed by InBev

InBev UK has confirmed it is to withdraw Stella Artois brand variants Peeterman Artois and Eiken Artois from trade.

It comes despite assurances from InBev in late October, when The Publican exclusively revealed talk of the brands' withdrawal, that the brewer remained "committed to Peeterman Artois".

Stuart MacFarlane, president of InBev UK and Ireland said: "In order to focus support and investment on Stella Artois - the UK's No.1 premium lager - and the recently-launched Stella Artois 4 per cent, InBev UK is phasing out Eiken Artois and Peeterman Artois.

"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 per cent, 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."

The "famille" concept of brand variants to the beleaguered Stella Artois has been troubled since its launch in late 2006, with a consensus in the trade that it was poorly supported with marketing. Artois Bock was withdrawn and replaced by Eiken Artois in February, with InBev at the time claiming this was part of a long-term strategy of rotating the speciality beers that had been planned since the famille's launch.