Stella Artois, part of Budweiser Brewing Group UK&I, has today announced that shoppers will receive the new look Unfiltered chalice for free when purchasing Stella Artois Unfiltered in the Off-Trade.
Consumers picking up a pack of 4 x 330ml bottles, 12 x 330ml bottles, 6 x 330ml cans and 4x440ml, in the Off-Trade, will be able to enjoy the brewer’s newest beer in a chalice as premium as the product itself. This will allow retailers to tap into the Easter period and provide their customers with the opportunity to enjoy a glass of Stella Artois Unfiltered at home the way it was intended, at no extra cost.
Stella Artois Unfiltered launched in the On-Trade in October and since then has taken the category by storm, owning 2.6 per cent of the super-premium beer category in the first year of its launch. The new beer has also been instrumental to the beer category’s growth, bringing more new consumers to the category than any other NPD.
Through the gift-with-purchase campaign, retailers can drive penetration, trial and awareness of Stella Unfiltered. The Unfiltered chalice design focuses on heritage and class, taking inspiration from the beer’s hazy nature, whilst the frosted glass remains true to the iconic original Stella Artois chalice shape. To assure premiumisation from start to finish, the packaging mirrors the Stella Artois Unfiltered brand identity with the use of green, gold and white, and includes a corner window to allow all consumers to see the glass in all its glory without having to open the box and to ensure standout on shelf.
“We’ve been blown away by the success of Stella Artois Unfiltered since it launched," said Mark Wingfield Digby, Off-Trade Sales Director. "As a super-premium offering, we want to allow our customers to tap into the Easter bank holiday sales opportunity and encourage shoppers to trade up. By offering consumers the iconic Stella Artois Unfiltered chalice, beer lovers can consume the beer the exact same way they would in a pub or bar, so they get that experience no matter where they are.”
To support the launch, there will be highly impactful, premium out-of-aisle displays to aid standout against World Beer. This will also be furthered by e-commercial trials showcasing the limited-edition gift-with-purchase chalice while the offer is underway to drive consumers in-store.
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