Heineken is taking on rival Stella Artois head-to-head in 2005 with a campaign inviting drinkers to taste the difference between the two lagers. The Heineken 'We Believe in Better' bus will be touring the country from this month with a Heineken/Stella taste test. Print adverts will run in men's lifestyle publications from May with the tagline "Stella's free ride is over."

A taste-testing team on the Heineken bus will invite consumers aged over 18 to taste unbranded samples of Heineken and Stella Artois and to state which one they prefer.

Heineken expects to sample over 50,000 drinkers, with the results being used in a promotional campaign later this summer.