An innovative oak-aged brew has been added to The Artois family of brands.

Eiken Artois is brewed in Belgium to an original Continental recipe using carefully selected aroma hops and harnesses an oak-aged maturation technique to produce a distinctively different style of lager.

A fruity lager with subtle floral notes and hints of vanilla, Eiken Artois is a 4.6% ABV oak-aged premium lager brewed using hand-picked hops.

It will complement the Stella Artois family of brands lining up alongside Stella Artois, the No 1 take home alcoholic drinks brand, and Peeterman Artois, a 4%ABV lager. Eiken Artois will be available in a four-pack of 330ml bottles from March.

Eiken Artois is brewed using a special oak-ageing technology, with the beer being exposed to oak during the maturation process to impart a unique flavour. This also gives the brand its unusual name: Eiken is Flemish for "from oak".

Steve McAllister, Managing Director - Take Home Retail at InBev UK says: "The use of oak ageing - something that is relatively new for lager brewing but is well established in wine-making - brings complexity through its depth of flavours, rather than bitterness and that will attract both men and women to the brand. Eiken Artois will have a positive impact on consumer perceptions of Stella Artois. This includes perceptions of its Continental brewing heritage and the craftsmanship involved in its production. The launch will also emphasise the status of Stella Artois as a category leader and a pioneering brand."

Proven Consumer Appeal:

The brand has already proved its potential during independent consumer research when 69% of respondents said they would buy Eiken Artois. The research also underlined its appeal to consumers of both sexes - in particular to ABC1 consumers and to those aged 25-49.

Advertising Support:

Eiken Artois will also benefit from the "halo" effect of the multi-million pound marketing investment behind the Stella Artois family in 2008 which is spearheaded by the "Pass on Something Good" advertising campaign.

The new arrival will be priced to reflect its premium positioning with a recommended retail price on a par with Stella Artois. It will be available to take home retailers, following the on-trade launch of the draught version during February, and will replace Artois Bock in the Artois family.