Stella plans to remove two brands from its Artois family: Peeterman Artois and Eiken Artois to focus on its newly launched 4% Stella Artois, according to MarketingWeek.
The move comes months after brewer Inbev axed the Bock brand from the Artois family to replace it with Eiken, earlier in the year. The launch of 4.6% Eiken, brewed using hand-picked hops, was supported by a heavy-weight press campaign created by Lowe. The agency has since been dropped by Stella Artois.
Mother has successfully won its pitch for the £20m Stella Artois account, and will take on the global advertising for the beer brand.
“In order to focus support and investment on Stella Artois and the recently launched Stella Artois 4%, InBev UK is phasing out Eiken Artois and Peeterman Artois,” said Stuart MacFarlane, president InBev UK and Ireland.
“Stella Artois 4% has already proved to be the most successful lager brand to be recently launched in the off-trade, and it’s complementing the established success of Stella Artois, which is the most widely available draught lager in UK pubs and the third biggest grocery brand in the UK.
“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%, 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.”
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