Stella Artois Black to launch – but only in on-trade
Published:  09 July, 2010

A-B Inbev says it has no plans to launch Stella Artois Black in the off-trade.

The brand, a 4.9% abv, Belgian-brewed light beer, will appear in the on-trade this autumn.

A-B Inbev said it has a “rounded, full-bodied flavour” and would typically sell at a 15% premium to regular Stella.

The launch of Stella Artois 4% in 2008 has been successful, but not every brand extension for the lager has been as well received.

Artois Bock, Eiken Artois and Peeterman Artois have all arrived and been dropped within the past five years.

A-B Inbev UK president Stuart MacFarlane said Stella Artois Black would offer a “premium-plus experience”.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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