Heineken taste-test bus takes Stella head on

by Emma Waddingham

Heineken has vowed to challenge Stella Artois' position in the premium lager sector by claiming it tastes better than the market leader.

A Heineken-branded bus will visit cities throughout the summer as the supplier aims to encourage 50,000 drinkers to sample both brews in blind taste tests.

Heineken revealed to the Morning Advertiser last November that it planned to challenge the reputation of a key rival, but said at the time it was unlikely to be Stella. However, in its most bullish campaign yet, the brewer has singled out its arch rival for criticism based on its own research, which it said found that 62% of consumers prefer Heineken.

To support the drive, print adverts will run in men's magazines from next month announcing that "Stella's free ride is over".

Further activity in the regional press is planned to publicise the dates when the Heineken bus is touring so that consumers can take part in the taste test.

Heineken customer marketing controller Chris Duffy said: "We want to emulate Stella's commercial success by proving to the trade and consumers we are more valuable where it counts ­ in taste and innovation."

But Interbrew hit back at the validity of Heineken's research.

Interbrew marketing director Phil Rumbol said: "In these tests, consumers favour blander products over those which are more distinctive, an example being Heineken Cold Filtered."

Rumbol described the rival as "weak and watery" and insisted taste tests were not an indication of success. "It's actually a compliment to Stella and recognition that we are the brand that others aspire to beat."