United Kingdom: AB InBev to launch Stella Artois Black this autumn

AB InBev UK is rolling out a new lager, Stella Artois Black, The Publican communicate on June, 29.

The 4.9 per cent beer, which is not black at all but rather a golden brew, will be produced in and imported from Belgium.

The brewer said it will be available in “selected on-trade locations” from the autumn.

AB InBev UK president Stuart MacFarlane said the product was “another demonstration of our commitment to innovation and investment in the Stella Artois family”.

It built on the “ongoing success of Stella Artois 5%, and following the very successful 2008 launch of Stella Artois 4%”, he added.

MacFarlane said Stella Artois Black would offer what he called a “premium plus” experience, “complete with bespoke font, glassware and a reverential pouring ritual”.

30 June, 2010