AB InBev has released a festive-themed flavour extension of Stella Artois in the brand’s home market.
Marking the centenary of the Belgian beer having been “first introduced as a Christmas beer”, the brewer is rolling out Stella Artois Spiced Apple across Belgium’s on- and off-premise channels this week. The limited release, the quantities and availability dates of which were not disclosed, carries a 3.4% ABV and recognises what AB InBev calls “today’s evolving consumer tastes”.
Five months ago, the company’s UK division released Stella Artois Strawberries & Cream, also for a limited time and at an ABV of 3.4%, in recognition of the brand’s ‘official beer partner’ status for the Wimbledon tennis championships.
“Around the world, demand for low- and no-alcohol beers continues to rise, while consumers are increasingly looking for new flavours and more adventurous drinking experiences,” the brand owner said. “As a result, the beer category is becoming broader and more diverse than ever before.
“With Stella Artois Spiced Apple, AB InBev is responding to these changing consumer preferences. It offers a contemporary flavour experience … while meeting growing demand for lower-alcohol choices and innovative beer flavours.”
Late last month, AB InBev unveiled a multi-brand activation, which included Stella Artois, that has been designed to “highlight the no- & low-alcohol options that give consumers more choice for more occasions”.
