InBev to launch ad campaign for 4% Stella brand

InBev will launch a TV campaign to promote its new lower strength version of Stella Artois in November.

The TV and digital campaign to promote the 4% beer will coincide with its on-trade launch. It will be available in the off-trade later this month.

InBev is looking to create a new premium position within the 'everyday' 4% ABV lager market with the new product. Its premium packaging and premium positioning will see a 4x440ml pack retailing at £3.49 - a premium of 10% on other brands. This compares with £3.99 for the original 5.2% ABV brew.

The introduction of the new variant also marks InBev's attempt to tap into a growing consumer demand for lower-strength brands.

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