The virtues of consistency: Stella Artois

Stella Artois’ off-trade sales alone now make it the fourth largest grocery brand in the country, selling 33 pints a second.

The Virtues Of Consistency: Stella Artois

Ben Sareen and Cathy Lewis LowePhil Rumbol Interbrew Brands

Building a brand the early years 1976 1990

In 1976 Stella Artois was advertised only in quality press, targeting a niche product at a niche, upmarket audience. Focusing squarely on the product, it didn't attempt to mirror consumers' lives, but   said simply that Stella Artois was expensive because it was produced with the finest ingredients and the longest brewing process. In 1982 'Reassuringly Expensive' became the brand's end-line, and...

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