Blog: Olly WehringDoing a Stella...

Olly Wehring | 3 December 2008

You know you're in a bad place when your name becomes the central facet of a derisory catchphrase.

And so it is with Stella Artois in the UK. The brand has already had to contend with the nickname "wife beater", but the lager's decline in popularity in recent years appears to have given rise to the notion of "doing a Stella".

In short, no one wants to "do a Stella", according to the major brewer that introduced the phrase to just-drinks.

It said that imported beers in the UK need to guard against an erosion of their image and premium identity, referring to Stella as an example of how things can go pear-shaped.

Still, at least InBev UK is trying to get things back on track. Earlier this week, the unit said that it has narrowed its lager offering in the UK, dropping Eiken Artois and Peeterman Artois, "in order to focus support and investment" on its flagship Stella Artois brand. It also says Stella 4% is bigger in the off-trade than Heineken. 

How unsporting of InBev to try and spoil everyone's fun.


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