Interbrew UK is to launch a new sized can for Stella Artois on the UK market. The 284ml cans, known as Demi Beer will be launched during the summer.

The move is thought to be an attempt by Interbrew to consolidate its leading position in the UK off-trade after years of price cutting in the sector. Both Stella Artois and Beck's suffered sales volume declines when they tried to hold the line on price.

The new cans will target 'occasion drinkers' who do not drink as a matter of course. Stella Artois is currently only available in 440ml cans.