Interbrew to launch half-pint Stella cans

Interbrew UK is to launch “half-pint” Stella Artois cans in an attempt to reignite the stagnant lager category. Called Demi Beer, the new 284ml cans are expected to be available this summer.

The launch will also attempt to appeal to “occasion drinkers” – who do not drink as a matter of course – as the “reassuringly expensive” beer tries to consolidate its leading position in the market.

One industry insider says: “The 284ml can is half of the old imperial pint. Also a small-sized can is easy to market to a consumer café culture, interested in occasion drinking rather than binge drinking.” At the moment, Stella Artois is only available in 440ml cans.

The beer category has been hit by massive price decreases in recent times. Two of the biggest brands which tried to hold the line on price have been Stella Artois and rival Beck’s, both of which suffered serious sales volume declines as a consequence.

Last year, Interbrew teamed up with electrical retailer Philips Electronics to launch a draught beer dispenser aimed at the home market (MW August 26, 2004). Called PerfectDraft, the appliance has a tap handle, an internal cooling system and a pump. It claims to keep beer at a constant temperature of 3º Celsius and dispense it as it would be served in a bar. It is available alongside six-litre metal kegs of Stella Artois.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here