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

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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