Stella brand aims to capture upmarket drinkers

AB InBev UK is to launch Stella Artois Black to widen its portfolio with a product for the premium market.

Stella Artois
Stella Artois

The brewer says that Stella Artois Black is a golden beer, offering a rounded, full-bodied flavour. It is 4.9% ABV and brewed in and imported from Belgium.

The brand will be available in limited distribution and AB InBev says that it is designed “for those special occasions when consumers want to try something new and different.”

AB InBev UK President Stuart MacFarlane says:”Stella Artois offers a portfolio of brands for different occasions, and Stella Artois Black will complement Stella Artois 5% and Stella Artois 4%, offering a “premium plus” experience, complete with bespoke font, glassware and a reverential pouring ritual.”

The brewer has spent a number of years trying to shake off negative perceptions of the Stella brand and its segmentation with Stella Artois 4% has helped work towards this goal.

In 2009, off-trade volume grew by 228%, and by the end of 2009, Stella Artois 4% held a 4.8% share of standard lager in the off-trade (source Nielsen).

Stella Artois Black will be available in selected on-trade locations from autumn 2010.

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