Agency: Lowe Lintas | Authors: Pete Brown |
Stella Artois: Reassuringly Profitable
INTRODUCTION
Stella Artois is an unlikely giant. Drinkers regard it as premium and niche, set apart from the noise of the beer market. Yet the brand is huge. Its offtrade sales alone make it the fifth biggest grocery brand in the country, ahead of brands such as Pepsi and Ariel. Add the ontrade and Stella is worth over 850 million a year, selling 18 pints a second.
Stella is a nice pint, but it always has been. Its stature is the result of dramatic growth over the last...