After dropping Bock Artois, InBev UK has revealed the beer which will replace it. It will be "Eiken Artois". The 4.6% lager will be made from "an original continental recipe." While that load of marketing nonsense subtly hints at heritage and dusting off some ancient and revered recipe from the past, all it really means is that it will be made from a recipe no-one has yet used. That's the real meaning of "original" in this case.
Apparently it will utilise a " new oak-aged maturation technique to produce a “distinctively different style of lager”, with subtle floral notes and hints of vanilla." Enough of the sales bollocks. Here's the nub of this beer. Steve Kitching, from InBev UK, said Eiken (Flemish for “from oak”) is a “less challenging brand” than other premium styles, such as speciality beer.So there you have it from the company itself. It will be bland. That my friends is what less challenging means in market speak. Another dumbed down load of rubbish.
Eiken Artois is God help us, the first in a “rolling cycle” of premium beers from the recently invented "Artois family" .