Stella promotes heritage in marketing shift

Moving away from the 60s Continental-style association of recent years, the marketing drive will celebrate the brewing history and the “dedication and craft” of the beer’s master brewers. The outdoor advertising will also give heavy emphasis to Stella’s chalice glass.

The national campaign will appear on roadside, underground, national rail and city-centre digital screens, as well as in men’s lifestyle publications.

James Watson, marketing director for Stella Artois Western Europe, said: “Stella Artois has a rich advertising history, and so it’s extremely important for us to continue that tradition.

“Our latest set of adverts leverage the heritage of Stella Artois, both as an experienced brewer and as a traditional Belgian brand, which combined reflects the high quality of our product.

Watson added: “Similarly, the image of the chalice also encapsulates the sleek and sophisticated nature of Stella Artois and its products, supporting our position as a premium lager brand.

“It is this simplicity, along with the strategic placement of the adverts, that will ultimately drive the success of the campaign.”