UK: InBev UK chief staggered by Stella Artois criticism

The new boss of InBev UK has delivered an impassioned defence of its under-fire lager brand Stella Artois, The Publican reported May 12.

Stuart MacFarlane, who was appointed to the role of UK President, told the Publican last week that he couldn’t understand the level of criticism being pointed at Stella Artois. Some observers have suggested the brand is on its last legs, mainly down to massive discounting in supermarkets and corner shops.

“I am staggered it is getting that flak,” he said. “From where I am sitting I don’t think the brand has gone wrong.”

He also was highly critical of the development of the ‘wife beater’ nickname for the brand amongst drinkers.

“The ‘wife beater’ association is irresponsible and offensive,” he said. “We are well aware of it in the business but to be honest what we need to do is focus on where we are going with the brand and we have to project the positive associations. The brand is about heritage, craftsmanship and respect.”

Last week InBev reported a growth in UK sales volumes for the brand.

MacFarlane also added that while Stella may have a reputation for being discounted cheaply in the off-trade, in actual fact it was far from the worst offender.

He pointed out that recent Nielsen statistics showed that Stella was, on average, sold at a 40 per cent premium to Carlsberg throughout 2007, a 31 per cent premium to Carling and a 28 per cent premium to Foster’s.

13 May, 2008