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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Reasons to be cheerful

I would like to think my outlook on things is generally optimistic. Perhaps that’s a natural consequence of working with something designed to give pleasure. But recently it has become increasingly difficult to ignore a creeping sense of negativity pervading the British wine trade.

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