The new bottle design and ‘refined’ secondary packaging aims to continue to elevate the consumer experience in premium drinking occasions, according to the brewer.
The bottle itself has been sculpted to provide a more streamlined profile with elevated shoulders to ensure the bottle sits above competition on shelf. The neck label and gold trim play homage to the brand’s iconic Stella Artois Chalice.
In addition, the white neck label is now easier to tear off, for those enjoying lager directly from the bottle.
The Stella Artois can also has a more streamlined design and gold Chalice outline.
In addition to this, Stella Artois has also expanded its offering of pack formats, responding to the trend in the market for smaller pack sizes. The packs are available now from retailers in 3 x 330ml, 4 x 330ml, 6 x 330ml and 12 x 330ml varieties.
The activity is being rolled out in conjunction with the brand’s Be Legacy campaign, which celebrates the brand’s inspiring legacy by showcasing stories based on pivotal moments in its history.
Rowan Chidgey, senior brand manager, said: “Stella Artois embodies a sophisticated, continental lifestyle and we are excited to unveil an elegant new streamlined design that pays homage to Stella Artois’ rich brewing heritage. This new look and feel not only celebrates our brewing heritage, but more specifically our dedication to crafting the highest quality lager for premium drinking occasions.”