Autumn arrival for 4% Stella
InBev has confirmed full plans for the launch of Stella Artois 4% abv, a triple-filtered premium Belgian lager, which has been designed specifically for the UK market.
Stella Artois 4% abv will be introduced to the off-trade in in silver and black cans in August, three months before its on-trade roll-out in November. The variant joins InBev's Beck's Vier and Peeterman Artois in the 4% abv category and has been positioned to sit alongside the original 5.2% abv Stella Artois.
Described by InBev as "the biggest launch in the beer market for decades", Stella Artois 4% abv has been backed by "significant millions", said InBev.
The beer is set to retail in the UK on-trade at "a 10% premium to the rest of the 4% abv category" in the on-trade, while having an off-trade RRP of £3.49 for four 440cl cans.
InBev UK & Ireland's president, Stuart MacFarlane, said: "The beer market in the UK is declining. We've had some challenges over the past couple of years. While other fast-moving consumer goods companies have innovated heavily, particularly in the direction of premium-isation, beer has been left behind. Beer is losing out to other categories that are better at meeting the needs of modern consumers.
"Historically, in the UK beer market, the term 'premium' has been proportional to the strength, but this perception is changing. It's now related to product, taste and brand. There's a new category developing —the premiumisation from 'everyday' to 'premium everyday'."
During InBev's fourth quarter, between October and December, an above-the-line investment campaign, including television, press, poster and online advertising, is due to launch. MacFarlane admitted that the preferred association for the brand would be to focus on the arts for its marketing, adding: "We're not excluding sport, but the arts would be a more appropriate platform."
Heineken's Amstel has been pinpointed by InBev
as the brand's main competitor. InBev is prepared for "marginal cannibalisation" from its flagship 5.2% abv brand, but expects the two
variants to "work well together".
MacFarlane added: "It will significantly out-punch anything the beer category has seen for quite a while. Launching in bottles is also very much on our radar. We will do this in the first 12 months."
