Blog: Olly WehringInBev UK, you cheeky little monkeys

Olly Wehring | 27 August 2008

If you saw this news piece from last week, you may have noticed that InBev is looking to bring the abv of its Stella Artois brand in the UK in line in both the on- and the off-trade.

The initial statement from InBev said that the company will "harmonise" Stella's abv across the board in the country, at 5.0%. A little digging led to the discovery that, in the on-trade, Stella is available at 5.1%, while in the off-trade, it's a slightly stronger 5.2%.

"By harmonising the abv, we are providing the consumer with clarity and this will allow consumers to enjoy a consistent strength lager at home or in the pub," said InBev UK's president, Stuart MacFarlane, at the time.

A little more digging revealed that, by lowering the abv, InBev can look forward to lower excise on Stella - for beer, it's GBP14.96 for every 1% of strength per 100 litres.

Those of you with half-decent memories, meanwhile, will remember this story from earlier this month, in which InBev said it was "reluctantly" having to raise the prices of its beers in the UK.

A call into InBev about the matter resulted in silence: "We do not discuss details of our production costs or commercial arrangements," MacFarlane told us.

Spoilsports.


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