InBev has unveiled a "revolutionary, cinematic" update of the global website for its Stella Artois brand.

The brewer announced yesterday (18 September) that the site - - is now open for visits, and utilises a short film, rather than windows and still images, to navigate visitors around the site. The film has been created specifically for the site, the company said, and will not be seen in traditional advertising slots.

"Stella Artois has always set itself apart from the competition with its innovative approach to connecting with beer enthusiasts and our new global website is no exception," said Frank Abenante, vice president of global brands at InBev. "This truly is a consumer-driven experience and we think it will change the landscape of brand websites."

Neil Gannon, Stella Artois' global brand manager, added: "Research confirmed what we already knew - our target consumers were online and looking for different and compelling content. We realised there was an opportunity to connect with them in a way that really speaks to them. The site was a year in the making and all part of an online strategy that will give our beer drinkers more of what they want."

The relaunch will be backed by a marketing campaign that will run for the next month, generating awareness for the site. Financial details concerning the revamp were not disclosed, although Abenante told just-drinks that the investment was "significant and in-line with the level of quality we're used to for Stella Artois".