Magazine article Marketing

Stella to Launch Black Lager for 'Posh' Drinkers

Magazine article Marketing

Stella to Launch Black Lager for 'Posh' Drinkers

Article excerpt

Anheuser-Busch InBev aims to emulate Coke with Stella Artois expansion plans.

Anheuser-Busch InBev is to launch an upmarket variant of Stella Artois for 'down-tempo' drinking occasions.

Stella Artois Black looks set to be the first in a series of variants launched by the brewer. With an ABV of 4.9%, it is slightly less alcoholic than the original 5% lager, but also darker. Its introduction will follow that of Diageo's Guinness Black Lager, which is being trialled in Northern Ireland.

Stella Artois Black will be rolled out to bars and pubs in the autumn. There are no plans for an off-trade launch.

The lager's branding - white text on a black background - is intended to appeal to 20- to 30-year-olds. It will appear on beer pumps, point-of- sale material and glassware. The strapline is 'Matured for longer'.

AB InBev president Stuart MacFarlane explained that the lager is likely to be consumed during 'down-tempo, reflective' occasions, rather than on big nights out. …

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