Stella strength to drop to 4% abv

InBev is set to launch a 4% abv version of Stella Artois in the UK. The brewer has confirmed it has plans to market a range of 4% abv beers across its Stella Artois and Artois labels.

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.

InBev said it wanted to provide consumers with more choice and revealed a number of innovations were being considered.

The company will be looking to see whether 4% abv Stella enjoys the same success as Becks Vier, a lower-strength version of its premium German Becks Bier.

Graham Page, consultant for market analyst 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?"

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.