InBev launches 4% Stella to on-trade

On-trade customers were introduced to InBev UK's new 4% Stella Artois at London's O2 Arena last week.

Customers had the opportunity to participate in a tutored tasting session from Master Beer sommelier Marc Stroobandt as well as a preview of the new advertising campaign under the banner "La Nouvelle Smooth".

The menu was selected to complement the style of lager in accordance with the Stella Artois 4% official tasting notes. It included potato, fennel and spring onion salad with flaked ham hock and pollock cod fillet with grated reggiano and brioche crumb served on wilted greens with light lime butter sauce. The desserts included tomato and oregano focaccia cheesecake.

"Premiumisation is a key trend not just in beer but across all FMCG categories," said InBev commercial director Philip Blanc. "This phenomenon has been seen in the beer category with the rapid emergence of the 4% premium lager sector.

"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.

"This launch will strengthen our lager portfolio going forward. We believe both Stella Artois brands will complement each other - offering consumers an improved choice and retailers a better return from their business."