New Stella Artois 4% Taps Into ‘Premiumisation’ Shift

Stella Artois 4% will attract the growing number of shoppers 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 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.

“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 take home alcoholic drinks brand and the No 3 FMCG grocery brand, Stella Artois has a key role to play driving 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 in the take home market from August with a draught version launching in the on-trade in November.

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.*

Consumer research shows that while premium lager is important for such occasions as a sociable night in, a special occasion or having friends around, standard lager is more important on other occasions such as having a barbecue or picnic.

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. 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 try it when they see it on the shelf.

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 beer category business.”

Stella Artois 4% will be available in a range of SKUs including four, eight, ten and 15-packs of 440ml cans from August and InBev UK will be supporting take home retailers with a range of point-of-connection material to help them raise awareness and stimulate trial.

* Source: AC Nielsen/On Trade/Off-Trade/MAT to Jan 06/07/08.
** Source: Alcovision.