View all newsletters
Receive our newsletter – data, insights and analysis delivered to you
  1. News
February 24, 2022updated 25 Feb 2022 3:05pm

Anheuser-Busch InBev’s Stella Artois Unfiltered – Product Launch

Hazy beer is in rude health, according to Budweiser Brewing Group UK & Ireland

By Conor Reynolds

  • Category – Beer, lager, 5% abv
  • Available – From this week as a limited release, wider roll-out in April
  • Location – The UK, initially in Asda stores ahead of off-premise expansion
  • Price – Not specified, available in six- and 12-packs of 33cl cans and 66cl individual cans

The UK division of Anheuser-Busch InBev is launching Stella Artois Unfiltered in the country this month.

The brand extension, which debuted last month on the ‘Perfect Draft’ platform in 6-litre kegs, will be an Asda-exclusive until April. Subsequently, the 5% abv lager – standard Stella Artois has a 4.6%, abv – will be released in the wider off-premise channel.

“With unfiltered lager taking Europe by storm and hazy beer becoming hugely popular in the craft segment, we are looking forward to bringing something new to the world lager category,” said Budweiser Brewing Group UK&I’s off-trade sales director, Mark Wingfield. “Stella Artois Unfiltered provides retailers with an innovative product and super-premium, fully recyclable paperboard packaging

“Stella Artois is the ideal brand to grow the unfiltered category in the UK with the lager becoming synonymous with taste and quality.”

Last year, Heineken acquired the Australian licences for Stella Artois and Becks. The licences had previously been obtained by Asahi in a deal with A-B InBev. Heineken now acts as the distributor for both within the Australian market.

Why brand owners’ online activity needs to align with environmental credentials – Consumer Trends

Related Companies

NEWSLETTER Sign up Tick the boxes of the newsletters you would like to receive. The top stories of the day delivered to you every weekday. A weekly roundup of the latest news and analysis, sent every Monday. The industry's most comprehensive news and information delivered every quarter.
I consent to GlobalData UK Limited collecting my details provided via this form in accordance with the Privacy Policy


Thank you for subscribing to Just Drinks