Drinks producers do not usually allow themselves to talk about NPD plans, but In bev has taken the unusual step of dismissing reports it is planning the launch of a 5.5% abv variant called Stella Black.
A spokesman from In bev UK said that despite "constantly looking at a number of product innovations, In bev UK categorically denies it is launching any variants of Stella Artois at a higher abv than currently available".
A report in a marketing magazine had claimed that In bev was attempting to reclaim an aspirational image for Stella Artois with the launch. The brand is regularly targeted by supermarkets in discounting activity and the "reassuringly expensive" tag has been retired.
In bev, which recently launched Stella 4% and is
trialling a 0.5% abv variant Stella Artois Low Alcohol in a number of Tesco stores, has already undergone two separate marketing revamps for Stella Artois in the space of a year.
variants of the Stella brand may be
an attempt to distance
itself from its "wife-beater" image.