Product Launch - UK: Miller Brands' St Stefanus Grand Cru

By | 15 November 2012

 

 

 

St Stefanus Grand Cru

St Stefanus Grand Cru

Miller Brands' St Stefanus Grand Cru 

Category - Beer, speciality ale, 9% abv 

Available - From this month

Location - UK, on and off-trade, from The Drink Shop online (www.thedrinkshop.com) 

Price - GBP7.25 (US$4.60) for a 75cl bottle

Distribution - Miller Brands UK 

Miller Brands has launched Grand Cru to build its 'World Beer' portfolio, according to a company spokesperson.

The beer is "aimed at consumers who are enthusiastic about speciality beer and are looking for different taste experiences without compromising on authenticity, flavour or quality", the spokesperson added. 

Show the press release

 

From November, Miller Brands (UK) Ltd is expanding its portfolio of speciality beers with the launch of St Stefanus Grand Cru, a smooth, well-balanced Belgian Abbey Beer brewed to mature in the bottle, so consumers can choose how they want their beer to taste.        

The addition of Grand Cru to Miller Brands’ World Beer portfolio builds on the success of St Stefanus Blonde, an unpasteurised, high fermented 7% ABV Belgian Abbey Beer, introduced last year. New St Stefanus Grand Cru, available in a 75cl bottle, has a 9% ABV and follows the traditional recipe of a ‘tripel’ brew, adding depth and complexity to its taste and aroma. 

Sam Rhodes, Director of Customer Marketing at Miller Brands, adds: “There is a rising trend for craft and speciality beers as they provide something unique for the consumer. St Stefanus Grand Cru is aimed at consumers who are enthusiastic about speciality beer and are looking for different taste experiences without compromising on authenticity, flavour or quality. 

“By stocking more authentic and quality beers, outlets and retailers can encourage consumers to trade up and maximise profits. Belgian beers in particular offer a good opportunity for trading up and increasing profits as they command an average 59% price premium in the on-trade and 52% in the off trade CGA on trade MAT 11/6/11 & Nielsen off trade MAT to 6/8/11 over the average bottled lager.” 

Each bottle of St Stefanus is signed by Jef Versele, the Master Brewer, and also features the release date, so consumers can choose the beer’s age and consume it at the preferred taste.

 

Original source: Company release

Sectors: Beer & cider, Product launches

There are currently no comments on this article

Be the first to comment on this article

Read further items in this columns

The Launch Pad - Product Launches

Here's where we bring together all of the product launches covered on just-drinks.

just-drinks tagline

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page