Lower strength Stella Artois unveiled
Inbev UK has today officially launched its 4% Stella Artois.
The abv strength of the new-look Stella sees a drop of more than 1% from the 5.2% abv of its premium brand.
It follows 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.
It is thought the decision to lower the strength 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 draught version will be launched in the on-trade in November.
"Premiumisation is a key trend not just in beer but across all FMCG categories," said Inbev UK president Stuart MacFarlane.
"The move from 'everyday' to 'premium everyday' is an ongoing trend across all categories - and is particularly evident in beer.
"This phenomenon has been seen in the beer category with the rapid emergence of the 4% premium lager sector pioneered by Beck's Vier which has captured the imagination of consumers and retailers alike. The category needs effective, scaleable premiumisation - and Stella Artois 4% will help deliver that.
"This new arrival will help retailers cater for this significant consumer shift with a brand name that their customers already know well and respect for its brewing credentials. It will also benefit from the brand values that Stella Artois has established over many years of success including craftsmanship, heritage and product quality."
The launch will be backed by a "massive" advertising investment on TV, press, posters and online.
