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.

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