Inbev takes its beers upmarket

Inbev is launching a wide range of Artois-branded speciality beers in an attempt to move its flagship Stella Artois brand away from the “wife-beater” image.

The company is understood to be pumping millions of pounds into the move as it seeks to cash in on the vogue for speciality beers.

The company has confirmed that it is already looking to launch a beer called Sparta Artois, but no detailed plans have been unveiled. Industry insiders say the brewer is also looking into reviving other old Artois recipes, such as L’Autre Artois and Peeterman Artois.

Last year, it resurrected its 113-year old Artois Bock beer, which it stopped brewing in the late 1950s (MW May 19, 2005). Artois Bock is a 6.2% ABV beer aimed at the premium market.

A statement from Inbev says the company has been looking at opportunities to expand the Artois family of beers.

“We have been inspired by the archive material from Belgium, which led to Artois Bock, and we are now looking into the potential of a range of beers for different outlets and different occasions. It is too early to say what they will look like.

“The beers will be very different from anything that exists in our portfolio,” says the statement.

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here