Stella focuses on beauty, not the yeast

23 July, 2010

Stella Artois is launching an ad creative with the strapline She is a Thing of Beauty.

The poster campaign – which highlights the brand’s four ingredients of hops, malted barley, maize and water – will ­complement the TV ­commercial, running until the end of August.

A 60-second version of the TV ad will be screened in cinemas.

An A-B Inbev spokesman said the poster and TV commercial were the “first elements of a broader, global ­campaign” the brand will roll out in coming months.

“The campaign takes as its cues Stella Artois’ nine-step pouring ritual, compares the ritual and presentation of Stella Artois to that of a beautiful woman, and shows the quality and care that goes into both,” he added.




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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