Inbev unveils campaign for low-alcohol Peeterman

Inbev is launching a major marketing push for its new low-alcohol wheat beer Peeterman Artois, which was launched last year to extend the Artois family of beers alongside its flagship brand Stella Artois.

The push will include an advertising campaign with the new strapline “Pass on something good”. The campaign, which will also focus on Stella Artois and specialty beer Artois Bock, launches on May 21 and will include outdoor and press to begin with.

Peeterman Artois was launched in an effort to woo younger drinkers (MW March 30, 2006).

InBev says the new “Pass on something good” strapline reflects the 600 years of Belgian brewing heritage behind the Artois beers, as well as encouraging consumer to try its brands.

James Watson, marketing manager of Artois at InBev UK, says: “The outdoor campaign marks the first heavyweight advertising specifically for La Famille Artois.

“Consumers are increasingly becoming used to seeing the three brands together, so it is only fitting that we are now advertising them together.”

The poster campaign will depict the beer’s 600-year heritage and feature the badges of Stella Artois, Artois Bock and Peeterman Artois brands.

It will run on more than 2,300 sites nationally while press advertising will run from June to September this year.

Latest from Marketing Week


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