AB-Inbev has given market leading lager brand Stella Artois a makeover as it seeks to “elevate the consumer experience in premium drinking occasions”.

The new design is being rolled out alongside the brand’s Be Legacy ad campaign, which tells stories based on pivotal moments in its history.

The bottle is supposed to be “more elegant and streamlined” and has “elevated shoulders”, while the iconography has been changed.

The can has also been made more “elegant and streamlined”.  

Further changes have been made to the white neck label, making it easier to tear off so drinkers don’t get paper on their lips.  for those enjoying the lager directly from the bottle, which ensures the drinker’s lips do not touch the paper.

The packs are available now from all major retailers in 3x33cl, 4x33cl, 6x33cl and 12x33cl varieties.

“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,” said Rowan Chidgey, senior brand manager at Stella Artois. 

“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.”