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Local News
To return to the newsarticles click here. New Stella Artois 4% Caters for Rise of ‘Premiumisation’26 June 2008 - InBev UK is today unveiling the biggest and most significant beer category initiative of 2008 with the launch of an innovative, new brand - Stella Artois 4%. The eagerly awaited arrival of Stella Artois 4% will undoubtedly be a hit with consumers who will appreciate that it excels with the same quality, heritage and taste credentials already synonymous with the UK’s No 1 premium beer brand, Stella Artois.
The autumn draught launch of Stella Artois 4% will harness the appeal of the iconic brand name Stella Artois to enable pubs and bars to profit from consumer “premiumisation”. Stella Artois 4% is being launched to appeal to those consumers desiring a premium 4% beer which doesn’t sacrifice quality - catering for consumer needs as they “trade up” to premium brands on a more frequent basis. Stella Artois 4% will attract the growing number of pub-goers who want a premium taste experience with a lower ABV for certain drinking occasions. Stella Artois 4%, which uses a dedicated triple-filtered brewing technique, will be supported by a very significant consumer advertising campaign - to boost awareness and drive trial. Stuart MacFarlane, President, InBev UK & Ireland, said: “Premiumisation is a key trend not just in beer but across all FMCG categories. The move from ‘everyday’ to ‘premium everyday’ is an ongoing trend across all categories - and is particularly evident in beer.
“This new arrival will help retailers cater for this significant consumer shift with a brand name that their customers already know well and respect for its brewing credentials. It will also benefit from the brand values that Stella Artois has established over many years of success including craftsmanship, heritage and product quality. “As the No 1 premium lager in the on-trade, Stella Artois has a key role to play in terms of pioneering product innovation and taking the category forward through the development of brands that are in tune with consumer needs and deliver premium profits for the industry.” Brewed to an original Belgian recipe, Stella Artois 4% is a smooth, triple-filtered lager which will be available on draught from November following a take home launch in August. A Changing Consumer: The rapid rise of the premium 4% lager sector, which has grown by 466% in value over the past three years, is the most obvious example of “premiumisation” in action.* InBev UK’s consumer research has illustrated that there is a rising consumer demand for Stella Artois 4% and with this launch they are meeting this demand. Consumer research also reveals that 42% of standard lager volume comes from drinkers who also consume premium lager and would welcome a premium 4% ABV option.** Stella Artois 4% will have strong appeal to 18-34-year-old professionals who are interested in trying new brands. “They are currently dual consumers of both 4% and 5% lagers but are willing to pay more for the best experience,” said MacFarlane. Massive Advertising Support: InBev UK is backing Stella Artois 4% with massive advertising investment that will include TV, press, posters and online support. MacFarlane added: “I can’t reveal much about the campaign at this stage but I can say it will significantly out-punch anything the beer category has seen for quite a while and will create an enormous amount of ‘noise’ around the brand. This will ensure that consumers know about the brand and will be keen to sample it when they visit pubs and bars. A Strengthened Portfolio: “This launch will strengthen our lager portfolio going forward. We believe both Stella Artois brands will complement each other - offering consumers an improved choice and retailers a better return from their business.” Stella Artois 4% will be available in draught kegs from November and will be dispensed either from a standalone font or as part of the Artois range of beers. InBev UK is supporting stockists with a range of point-of-connection material to help them communicate the brand message to customers and stimulate trial. * Source: AC Nielsen/On Trade/Off-Trade/MAT to Jan 06/07/08.
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“This phenomenon has been seen in the beer category with the rapid emergence of the 4% premium lager sector pioneered by Beck’s Vier which has captured the imagination of consumers and retailers alike. The category needs effective, scaleable premiumisation - and Stella Artois 4% will help deliver that. 
