'DON'T QUOTE ME ON THAT'

Beer volumes are only going in one direction -

slowly down. This trend applies across the board, not just the on-trade, and, coupled with a decline in pub visiting, it presents a real challenge to improve the value of beer sales.

The Brasserie Artois approach is geared to achieving that ambition and deserves applause. The beer category always needs innovation and the recent "cold" revolution came about almost by default, not design - so a planned

approach to helping beer sales is greatly valued.

From an on-trade point of view, Brasserie Artois is an appealing concept. The overall package oozes premium values and its combination of emerging brands and old classics is presented superbly with new and

theatrical dispense.

But the challenge is ensuring that the price points involved don't exclude the vast majority of pubs in the UK.

While there is a business sector catering for the high-value end of the market, the vast majority of pubs are battling for trade in the middle and bottom ends.

In these pubs, the high street and supermarket price points are more of a concern than trying to encourage

customers to part with more than £2 for a half pint.

In that respect the market is clearly separating and Brasserie Artois is only relevant in its current form to the trendier, more affluent consumer.

Work does need to be done across the industry to develop new

concepts for the lower-end pubs.

Having said that, the rage of summer 2006 is to spend £3.50 per bottle on cider - who would ever have expected that 12 months ago?

It's fantastic that Inbev want to try something new and exciting to energise the beer category.

I just hope their ambitions for the new approach are not overly optimistic about the number of pubs and pub customers it will appeal to.