Stella Black launches in the on-trade

By Claire Dodd Claire

- Last updated on GMT

Related tags Leuven Stella artois Inbev brands

AB InBev has launched 'premium plus' Stella Artois sister brand Stella Black exclusively into the on-trade, but has stated it intends to keep volumes...

AB InBev has launched 'premium plus' Stella Artois sister brand Stella Black exclusively into the on-trade, but has stated it intends to keep volumes minimal.

Stella Black, a 4.9 per cent ABV golden lager, is matured for twice as long as its parent brand.

The beer, imported from Belgium, is described by Stella Artois marketing manager, James Watson as having more body, more colour and less bitterness than its parent brand.

Speaking at the launch Watson said: "It is not intended to be a major volume player."

"Stella Black is meeting the need for a special beer drinking experience," he said.

"Consumers are demanding quality new experiences. With this brand we are trying to achieve a premium plus experience."

The beer will only be available to a select number of outlets that fit the beer's premium image he said.

However AB InBev is backing the brand with a comprehensive training programme for those bars that do stock it and has launched an interactive theatre experience promotion across London.

As part of the Night Chauffeur, consumers are invited to take a ride in a 1960s Citroen DS where they will become part of a storyline involving femme fatales, secret exchanges and unanswered questions.

AB InBev has also backed the brand with its own distinctive glassware and font.

However Watson denied that the name may confuse consumers expecting a black lager.

"Black is associated with premium," he said. "The reference to black is trying to achieve a premium proposition. Consumers say it isn't confusing."

Related topics Beer

Property of the week

Follow us

Pub Trade Guides

View more