Stella gets a new look

22 August, 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 Stella Artois 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 identify immediately their brand of choice.”

Inbev UK is also harmonising the higher strength version of Stella Artois at 5% abv across 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.”

Draught Stella is currently sold at 5.2% abv.

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