Stella Artois has rebranded its famous lager as “Artois” in an effort to shake off increasingly downmarket associations. Aggressive supermarket discounting has helped to associate the brand with the binge drinking culture, giving it the popular nickname “wifebeater”. Parent company InBev has responded by creating a “brasserie” of beers under an umbrella “Artois” brand, including Peeterman wheat beer and Bock lager. The Observer 17/6/07 page 10 (Business)