Interbrew's latest attempt to move the trade away from price cutting activities on Stella Artois is a massive free glass promotion. The success of the lager brand has led retailers to slash prices to encourage consumers into their stores. Among the Belgian brewer's attempts to dissuade the trade from devaluing its key property have been tailormade deals and sector specific pack variants. Its latest initiative features 1.6 million six packs of 330ml bottles (rsp: £6.49), each offering a free branded glass. They will be available to all trade channels from next month and the offer should continue until the end of August or until stocks run out. The £2.6m project includes a specific press advertising campaign and is part of £28m Interbrew is putting behind the brand this year. Sales director Steve Kitching said: "We are adding value for the retailer, the consumer and the brand which will help sell more at full price. "We believe this type of promotion shifts the emphasis away from price." {{DRINKS }}

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