InBev improves Stella's chalice glass

By Robyn Lewis

- Last updated on GMT

Related tags: Stella artois, Glass

Stella Artois: improved challis glass
Stella Artois: improved challis glass
InBev UK is to distribute more than 300,000 new, improved Stella Artois chalice glasses to licensees around the country. The glass has been...

InBev UK is to distribute more than 300,000 new, improved Stella Artois chalice glasses to licensees around the country.

The glass has been redesigned and, while it retains the same "chalice" shape of the previous glass, it has been tweaked to give more functional benefits, such as keeping the head for 45% longer and the beer 23% colder after 10 minutes. It is also shaped to retain the flavour of the beer and is made of toughened glass.

"Product quality is increasingly important at a time when market conditions are very challenging and pub goers are increasingly demanding in terms of quality and value-for-money," said marketing director Andreas Hilger. "This will help retailers build sales by ensuring a high-quality drinking experience."

InBev claims research shows that pubs using the chalice glass experience a 14% sales increase compared to outlets which do not and is encouraging licensees to use the glass for both Stella Artois and Stella 4%.

A nationwide print campaign will launch next week will promote the improved glass to consumers.

Related topics: Beer

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