New Stella Artois 4% Receives Customer Plaudit

The evening gave customers their first opportunity to sample the innovative brand, which will appeal to pub-goers who want a premium taste experience with a lower ABV, in advance of its on-trade rollout next month.

Philip Blanc, Commercial Director, Multiple On Trade at InBev UK, stressed the importance of "seizing the opportunity" presented by Stella Artois 4% and the booming 4% premium lager category during a presentation to 400 guests (in line with 4%) inside the venue’s VIP Bar.

Blanc said the evening illustrated the sales potential of the innovative, new arrival. “We have received extremely positive and encouraging feedback with customers commenting on Stella Artois 4% full body and distinctive taste which is the signature of Stella Artois traditional Belgian heritage. It’s a smooth, less bitter, easy drinking 4% ABV Lager with the full taste of a premium/continental lager”.

“Guests have been impressed by the superb Stella Artois 4% font describing it as imposing and eye-catching and they say they are looking forward to having it on their bar to deliver visibility / quality and attract customers. The new glassware is ideal because of the extra nucleation and the drinking experience it provides.” said Blanc.

David Just, Drinks Category Manager at Greene King, summed up the views of many of the customers: "It's great to see innovation from beer suppliers with the strength of InBev UK. It's an interesting opportunity and something to challenge standard mainstream lagers."

InBev UK customers attending the launch party had the opportunity to participate in a Stella Artois 4% Masterclass, which included a tutored tasting from Beer sommelierss, and guidance on achieving the perfect pour.

They were also given an exclusive preview of the new poster campaign communicating the message “La Nouvelle Smooth” using a classic visual approach with its roots in the 1960s’ Riviera.

The menu was selected to complement the style of lager in accordance with the Stella Artois 4% official tasting notes. It included potato, fennel and spring onion salad with flaked ham hock and pollock cod fillet with grated reggiano and brioche crumb served on wilted greens with light lime butter sauce. The desserts included tomato and oregano focaccia cheesecake.

An Innovative Arrival

Stella Artois 4%, which uses a dedicated triple-filtered brewing technique, is being made available to on-trade retailers in November following a highly successful off trade launch in August. Stella Artois 4% harnesses the appeal of an iconic brand name to enable pubs and bars to profit from consumer “premiumisation”.

Blanc added: “Premiumisation is a key trend not just in beer but across all fmcg categories. This phenomenon has been seen in the beer category with the rapid emergence of the 4% premium lager sector. 

“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.

“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.”

InBev UK is boosting awareness and driving trial of Stella Artois 4% during the key pre-Christmas period with out-of-home, press and TV advertising that will run until the end of 2008.