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UK: InBev revamps Stella Artois bottle

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InBev UK has unveiled a new-look Stella Artois bottle in a bid to raise the brand's profile and is "harmonising" the abv of the brand at 5% in both the on- and off-trade.

The revamp, to be rolled-out in the UK in September, will eventually be launched globally, the company said today (22 August).

"This design update will help to build the success of Stella Artois by reinforcing its appeal to established drinkers and introducing it to new consumers," said Stuart MacFarlane, InBev UK's president.

The redesign features a more "dramatic" Stella Artois logo with the message "Premium Lager Beer". The 330ml and 250ml bottles are 81% recycled and 100% recyclable.

At the same time as introducing the repackage, Inbev UK said it will equalise the differing abv's of Stella Artois in the on-trade (currently at 5.1%) and in the off-trade (currently 5.2%), with the introduction of a 5% abv version.

"This change will have no impact on the taste or the product characteristics of Stella Artois," added MacFarlane. "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."


Sectors: Beer & cider

Companies: Anheuser-Busch InBev

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