Stella Artois improves beer serving
19 August 2009 | By Popsop Team
InBev UK is going to distribute more than 300,000 new, improved Stella Artois glasses around the country. The glass of the same “chalice” shape is said to be optimized for beer serving. The head is claimed to keep longer and the beer to remain colder.
According to InBev, pubs using the new glass in the UK see a 14% sales increase. The modernized glass is recommended for both Stella Artois and Stella 4%.
On commenting on the proposition, Andreas Hilger, marketing director of InBev UK, underlined that in the current challenging market conditions product quality is extremely important as consumers seek more value for their money.
The new glass will be promoted also through a national print campaign.
Expert Comments
Popsop.com
Tags: alcohol drinks, beer, Stella Artois
While Stella Artois’ recent attempts to promote its environmental credentials make little sense to me, the branded glass is exactly the right way to go. Even further than the brand in your hand, the glass becomes the branding in your hand and enhances the drinking experience, literally as well as figuratively. Bravo.