No plans for ‘aspirational’ Stella launch

17 October, 2008

InBev has taken the unusual step of denying it has plans to launch more premium version of its market-leading Stella Artois brand.

Usually drinks producers do not allow themselves to be drawn into discussions about their NPD plans, but InBev has moved swiftly to dismiss reports it is planning the launch of a 5.5% abv variant called Stella Black.

A company spokesperson said: “As you would expect from InBev UK, the brewer of Stella Artois, the number one lager in the UK, InBev UK is constantly looking at a number of product innovations. However, InBev 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 InBev 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.

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