Stella Artois 4% targets "everyday lager" sector

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InBev is looking to create a new premium position within the 'everyday' 4% ABV lager market with the August launch of Stella Artois 4%.

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.

While Inbev will not say how much it is spending on marketing support it is 'substantial' and it will break in October just before the new line is put into the on-trade.

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