A few weeks ago I already talked about the Belgian beer Westvleteren XII and yesterday an article about the beer appeared into the New York Times, one of the most famous newspapers in the world! I would recommend every beer lover to read the article about the beer that has changed a lot for the people who live in this small town. This is a perfect example of free publicity!
Stella Artois is as we all know a Belgian Beer brand owned
by Anheuser-Busch Inbev, the world’s largest brewer. Stella has been brewed in
Leuven since 1926. The alcohol content
of Stella in Belgium is 5.2%, in the UK the alcohol content has been lowered to
4.8%. In the UK, the Republic of Ireland, Canada and New Zeeland Anheuser-Busch
InBev launched a Stella lager with 4% alcohol content.
On a marketing / advertising level there are also some
differences between the Belgian and UK market.
In Belgium Stella is marketed as a regular lager, in other countries
like the UK Stella is marketed as a Premium Lager sold at an higher price with
a modified marketing & advertising campaign. The Slogan in the UK for
example was ‘Reassuringly Expensive’, this highlites the premium positioning.
These differences in positioning can be seen in the commercials in the
different countries. In the video's below you can see that the UK commercial focus on the 'Premium' aspect. The use of French language & slogan highlites the 'Premium' & 'Classy' character of Stella in the UK.
Stella Marketing Belgium:
Stella Marketing UK:
Feel free to share you comments or react via Twitter at @BeerOhBeerMarketing.
