UK: Young’s drops Stella Artois from UK pub chain
Young's has delisted InBev's Stella Artois brand from its pubs, claiming the beer "wasn't premium enough".
The brewer and pub owner, which has unveiled plans to answer the consumer trend towards trading-up, told just-drinks today (18 January) that, with the introduction of a broader range of premium brands, "it (Stella) didn't really fit in with the rest of the portfolio".
Young's said that it plans to replace Stella with lagers such as Heineken, Amstel and Pilsner Urquell, as well as offer customers a choice of up to five cask ales, including Courage Directors and Wells Bombardier. Young's cider range will also see the addition of Addlestone's premium cloudy cider, while its on-trade soft drinks offering will include Fentiman's and Feelgood brands, the company said.
Young's retail director, Patrick Dardis, said: "Our enhanced premium drinks strategy will ensure that we stay ahead of the changing market and complements the huge investment being made across Young's pubs. The new drinks range will ensure we meet the needs of our customers who are visiting Young's pubs for the quality of the service, the offering and the overall experience."
Young's lager portfolio also includes brands such as Foster's, Kronenbourg, Staropramen and Peroni.
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