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UK: Stella Artois shows decline - report

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Stella Artois has been hit by a decline in sales volumes - the first in recent memory. In The Times yesterday (4 November) it was reported that InBev, the owner of the brand, has said that volumes of Stella Artois in the UK had declined by 3.3% in the first nine months of the year due to a "strategy that focuses on value rather than volume".

A spokeswoman for InBev told the newspaper that the decline was due to a decision by the group not to become involved in the beer discounting prevalent in the UK. "The strategy is to maintain Stella Artois's brand equity," she told The Times. "There is pressure in the UK market but we want to continue to focus on value."

The volume decline for Stella, which contrasts with a 7% increase for InBev's Castlemaine XXXX standard lager brand, follows years of big increases for what has become the UK's biggest-selling premium lager, putting more than £1.4 bln in InBev's coffers, the Times noted.


Sectors: Beer & cider

Companies: Anheuser-Busch InBev

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