Stella Artois Black to launch – but only in on-trade
Published:  09 July, 2010

A-B Inbev says it has no plans to launch Stella Artois Black in the off-trade.

The brand, a 4.9% abv, Belgian-brewed light beer, will appear in the on-trade this autumn.

A-B Inbev said it has a “rounded, full-bodied flavour” and would typically sell at a 15% premium to regular Stella.

The launch of Stella Artois 4% in 2008 has been successful, but not every brand extension for the lager has been as well received.

Artois Bock, Eiken Artois and Peeterman Artois have all arrived and been dropped within the past five years.

A-B Inbev UK president Stuart MacFarlane said Stella Artois Black would offer a “premium-plus experience”.




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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