AB Inbev launches gluten-free Stella Artois
AB Inbev is launching a gluten-free variant of Stella Artois in order to cater to Brits that suffer from coeliac disease.
The brewer said it has worked with specialists to remove the gluten through the use of a specific protein, without altering the unique taste.
Stella Artois is the UK’s bestselling alcoholic drinks brand after sales grew 1.5% to £533 million in the past year (IRI, 12 months to March 2018).
Kantar data shows that off-trade sales of gluten-free beer grew 83% in 2017, and that more than half of UK households buy gluten-free products throughout the year.
Coeliac UK, the UK charity for people that need to live gluten-free, has certified the new Stella Artois beer.
Marketing director Alexis Berger said: “Consumers will enjoy more options as the UK’s number one selling alcohol brand will be available in a delicious, gluten-free variant.
“Retailers will also benefit from the newly-created product offering within the gluten-free premium lager category, driving sales and increasing footfall.”