Stella Artois 4% targets "everyday lager" sector

Written by Harpers Editorial team
Friday, 27 June 2008
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. Share This Email This Comments (0) Show/Hide comments Write comment Show/Hide comment form Name Email Comment smaller \| bigger Subscribe via email (Registered users only) I have read and agree to the Terms of Usage. Write the displayed characters Similar news items: 07 Apr 2009 - Staropramen sale speculation 02 Apr 2009 - Snow beer 'now world's best seller' 23 Feb 2009 - Inbev sells US Labatt operation 23 Jan 2009 - Asahi buys Tsingtao stake from Inbev 26 Nov 2008 - Tiger Beer rapped for "disrespectful" ladyboy… 25 Nov 2008 - Stella launches ‘Get Home Safe’ festive campa… 18 Nov 2008 - InBev deal creates world's largest brewer 06 Nov 2008 - InBev Bud deal on track despite profits slump 04 Nov 2008 - InBev unveils TV ad for 4% Stella Artois 16 Oct 2008 - InBev “categorically denies” launch of strong…