- New variant is first gluten-free beer in premium lager category
- Stella Artois Gluten Free aims to provide extra space outside of the alcohol aisle and drive incremental sales
AB InBev reveals it will be launching a new gluten-free variant of Stella Artois, Stella Artois Gluten Free, making the UK’s favourite alcohol brand[i] more accessible to a wider range of consumers.
The new certified gluten-free beer will be launched to the Off Trade grocery channel this August in a 4 x 330ml bottle format, before being rolled out wider in the autumn.
Certified by Coeliac UK, the UK charity for people who need to live gluten free, Stella Artois Gluten Free will maintain the high quality and exacting standards of the original Stella Artois recipe, using four high-quality, natural ingredients – just with the gluten removed. Brewmasters at Stella Artois have worked with specialists to skillfully remove the gluten through the use of a specific protein, without altering the unique taste.
The new variant of the UK’s number one premium lager will be placed outside of the traditional alcohol aisles, driving brand visibility and incremental sales for AB InBev customers. Demonstrating the demand for gluten-free choices, ‘free from’ sales grew 36% year-on-year between 2016 and 2017, with gluten-free beer alone growing 83% (value sales)[ii].
Last year, 54% of UK households purchased at least one ‘free from’ product, and households with consumers under 45 years of age were 20% more likely to buy from the range[iii], highlighting the opportunity for brands and retailers to drive both sales and footfall.
Alexis Berger, Marketing Director for Stella Artois Europe adds, “We’re incredibly excited to be entering the gluten-free beer category with Stella Artois Gluten Free, making the UK’s favourite beer brand more accessible to those who follow a gluten-free lifestyle.
“Consumers will enjoy more options as the UK’s number one selling alcohol brand[iv] will be available in a delicious, gluten-free variant. Customers will also benefit from the newly-created product offering within the gluten-free premium lager category, driving sales and increasing footfall.”
About Stella Artois
Stella Artois® is part of a Belgian brewing tradition dating back to 1366. It is the No. 1 Belgian beer in the world and is present in 95 countries. Based on a rich Belgian brewing heritage of more than 600 years, this legacy of quality and elegance is reflected in its iconic chalice and exacting 9-step Pouring Ritual. Stella Artois is still brewed using the finest natural ingredients in the tradition of handcrafted luxury. Visit www.stellaartois.com for more information.
About AB InBev UK & Ireland
AB InBev UK Ltd is the UK trading subsidiary of Anheuser-Busch InBev, a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with secondary listings on the Mexico (MEXBOL: ABI) and South Africa (JSE: ANB) stock exchanges and with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). In the UK, AB InBev employs nearly 1,000 people in our two breweries and local headquarters. We are committed to building great brands that stand the test of time and to brewing the best beers using the finest natural ingredients. We are proud to offer the UK’s leading premium beer and cider brands, including global brands Budweiser®, Corona® and Stella Artois®; international brands Beck’s®, Leffe®, and Hoegaarden®; and local champions Bass® and Boddingtons®. We are a founding member of the Portman Group, member of the British Beer and Pub Association, supporter of the Drinkaware Trust, have partnered with the Alcohol Education Trust and are a signatory to a number of pledges as part of the Public Health Responsibility Deal. Our Dream is to bring people together for a better world. Learn more at www.ab-inbev.co.uk or on Twitter through @ABInBevUKI_News. For more information about Anheuser-Busch InBev, please visit www.ab-inbev.com
About Coeliac UK
Coeliac UK is the charity for people who need to live without gluten. We provide independent, trustworthy advice and support, strive for better gluten free food in more places, and fund crucial research to manage the impacts of gluten and find answers to coeliac disease. And we do it all so that one day, no one’s life will be limited by gluten. Please visit www.coeliac.org.uk
[i] Nielsen Scantrack data to 30th December 2017
[ii] Kantar Worldpanel 12 weeks ending 31st December 2017
[iii] Kantar Worldpanel 12 weeks ending 26th March 2017
[iv] Stella Artois is the number one selling beer brand by volume and value in the UK. Source: Nielsen, Value Sales, YTD Data to 20.05.2017