New-look Stella packaging debuts in the UK

05 September, 2008

Inbev UK has revamped the packaging for its main Stella Artois brand.

The new look will be on

shelf from September and follows hot on the heels of the take-home launch of Stella 4% lager.

The packaging is making its debut in the UK before rolling out into other markets across the globe.

The design includes a bigger focus on the

logo and more prominence for the year 1366, to which the Stella brewery in Leuven, Belgium, traces its origins,

Inbev UK president Stuart MacFarlane said: "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."

Inbev UK is also harmonising the higher -strength version of Stella Artois at 5% abv across the on and off-trade.

"We are providing the consumer with clarity and this will allow consumers to enjoy a consistent -strength lager at home or in the pub," said MacFarlane.

Draught Stella is currently

5.2% abv.

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