Stella Artois, the differences in marketing between Belgium & the UK.

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: 

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Cheers,

Jonathan