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Inbev expected to launch 4% Stella Artois

24-Jun-2008

Inbev expected to launch 4% Stella Artois

Speculation surrounds launch of new lower strength Stella Artois

Inbev is expected to launch a 4% abv version of Stella Artois in the UK later this week.


It is thought the move to lower the strength from 5.2% abv may be partly an attempt to distance the brand from its "wife-beater" association, which InBev boss Stuart McFarlane recently described as "irresponsible" and "offensive".


The move would follow the launch of another lower-strength Artois brand, Peeterman, and comes after two separate marketing revamps for Stella Artois in the space of a year.


Commenting on the speculation, market analyst Graham Page of AC Nielsen, said: "It will be interesting to see how the new Stella will be labelled and packaged, and, more importantly, at what price it will retail.


"The question has to be: will this generate more total volume and profit for Inbev?


"If the gravity is reduced, will it still be sold at the same premium price in the on-trade?"

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