AB InBev is giving Stella Artois a makeover.
New bottles with a refreshed logo, will roll out across the brand over the coming weeks, billed as a “traditional yet modern representation” of the brand.
The brand’s cartouche has been updated to highlight the eight-pointed ‘Stella star’, with watermarked text running across the packs behind the logo. AB InBev has also added the tagline ‘La Biére Fine de Luxe’ (‘the fine luxury beer’), which it said would “add a romantic, Continental flavour” and reinforce Stella’s “historical reputation”.
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The bottles’ neck labels, meanwhile, have been given a second perforation. Cans of the brew will be given a new matte finish from early 2019.
AB InBev was “incredibly proud of the new direction the brand aesthetic is taking”, said its marketing director Alexis Berger. “We’re confident this refreshed design will stand out on shelves and highlight the qualities of Stella Artois which make us the UK’s favourite alcohol brand”.
The new look will also be rolled out to Stella Artois 4% later in the year.
Stella retained its place as the UK’s biggest alcohol brand this year, adding £8m to its value, which grew 1.5% to £533.3m, though volumes fell 1.4% [Nielsen 52 w/e 21 April 2018].
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