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Local News Archive
To return to the news articles click here. Revamped Packaging Takes Stella Artois to Next Level of Success22 August 2008 - InBev UK is unveiling stylish new packaging for Stella Artois which will boost the on-shelf appeal of the premium No 1 take home drinks brand - and attract more shoppers to it. This packaging revamp will launch in the UK in September 2008 before being rolled out across the globe.As the market leader Stella Artois is renowned for its iconic imagery and has made a significant investment to deliver high quality packaging that will appeal to its consumers.
The key features of the Stella Artois packaging revolution include a greater focus on the famous Stella Artois logo - which is featured in dramatic cut-out style to generate high brand impact on the can, bottle and secondary packaging. The logo has also been enlarged to make it the packaging “hero” and create brand focus - replacing the oval cartouche. The enlarged logo means the famous Leuven horn symbol and the message “Anno 1366” is more prominently displayed - to emphasise the brand’s brewing credentials stretching back more than six centuries. This is backed up on the bulk pack with the message: “Over Six Hundred Years of Brewing Expertise”. Another new message - “Premium Lager Beer” - is also featured underneath the logo to emphasise the brand’s premium positioning. The new packaging continues Stella Artois’ work towards reducing its environmental impact: the 330ml and 250ml bottle are best-in-class in terms of bottle weight. They are, on average, 81% recycled and 100% recyclable. The Stella Artois can is, on average, 50% recycled and 100% recyclable and all pack variants using corrugated board will use 100% recycled material. InBev UK President, Stuart MacFarlane: “This contemporary new look will update the consumer appeal of Stella Artois, raise its retail profile and ensure that more shoppers are drawn to it on the beer fixture. “Beer buyers are faced with a huge choice - so great packaging is absolutely crucial for retail success. Design needs to communicate the brand credentials in a powerful way while allowing shoppers to immediately identify their brand of choice. “This design delivers on all counts and will help to build the retail success of Stella Artois even further by reinforcing its appeal to established drinkers and attracting new consumers to the brand.”
At the same time as bringing the packaging design into line internationally, InBev UK is also harmonising the ABV of the brand in the off and on-trade with the launch of a 5% brew from September. MacFarlane added: “This change will have no impact on the taste or the product characteristics of Stella Artois. By harmonizing the ABV we are providing the consumer with clarity and this will allow consumers to enjoy a consistent strength lager at home or in the pub.” |
The contemporary update for primary and secondary packaging emphasises the craftsmanship, quality and heritage of the brand while communicating its premium positioning to shoppers. The eye-catching design is being phased in across all off-trade SKUs - including cans, bottles and the full range of bulk packs - from September.
The design achieved excellent results in terms of “shelf standout” and “purchase intent” during independent consumer research. “Our research proved that the design will work well for the brand - and the retailer - which is very positive,” added MacFarlane. 