InBev relaunches Stella

Source: Food and Drink Digital

Date :22/08/2008 16:17:07

InBev UK is to launch its Stella Artois bottles with new packaging in a bid to raise the brand’s profile.

The relaunch will take place in the UK in September 2008 before being rolled out worldwide.

The new look bottle follows the introduction of Stella four percent lager, and includes a more prominent logo. The message ‘Premium Lager Beer’ has also been incorporated into the design.

InBev UK President, Stuart MacFarlane, said: “Design needs to communicate the brand credentials in a powerful way while allowing shoppers to identify immediately their brand of choice.”

On average, the 330ml and 250ml bottles are 81 percent recycled and 100 percent recyclable.

“This change will have no impact on the taste or the product characteristics of Stella Artois,” explained MacFarlane. “By harmonising the ABV we are providing the consumer with clarity and this will allow consumers to enjoy a consistent strength lager.”