The Grocer’s New Product Awards 2022: Alcoholic Drinks

Winner – Stella Artois Unfiltered

This clever and innovative brand extension from Stella Artois really resonated with judges.

Naturally unfiltered, the beer has been inspired by methods of the past. In the last couple of hundred years ultra-clear beers, which are filtered to remove yeast and small proteins, have developed into the most recognisable in the category due to their familiarity with consumers, but the brand recognised the potential in the emerging demand for unfiltered alternatives across premium drinkers in particular.

So crafted by its Belgian brew masters, Stella Artois Unfiltered is its take on this emerging trend, a brew with a golden haze and packed full of fresh flavours for a refreshing lager.

Judges praised its “enjoyable mouthfeel” and viscosity with a “really complex flavour profile” that will win over even occasional beer drinkers. Accompanied by an innovative and appealing proposition, the product has clear shelf stand-out in a competitive category and is further enhanced by a great price point.

Highly commended: WKD Blue Caffeinated

Finalists:

• Booklyn Brewery Brooklyn Pilsner

• Rekorderlig Blood Orange Cider

   

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