The group said the “super-premium lagers” are driving growth for the category and forecasts 65% of total beer consumption will be from brands in the premium or super-premium category by 2025. It added drinkers in this niche are constantly on the lookout for new and exciting styles of beer.
The unfiltered lager category, which is claimed to be popular across Europe, is seen as an untapped segment in the UK market. The beer uses brewing methods of the past including no filtration so the beer takes on a golden haze, which led to it winning bronze at the World Beer Awards. Statistics from Nielsen & AB InBev Research 2021 showed 84% of super-premium beer drinkers are keen to try Stella Artois Unfiltered.
99% penetration
The beer launched in the off-trade and on PerfectDraft earlier this year and was backed by a media campaign that BBG said has been seen by 99% of the UK population throughout the year, and is set to return in 2023.
The launch in the on-trade will be accompanied with the introduction of a frosted chalice and staff training materials to drive awareness and engagement.
Hit with consumers
“With unfiltered lager taking Europe by storm and hazy beer becoming hugely popular in the craft segment, we wanted to bring something new to the world lager category,” said Jean-David Thumelaire, on-trade sales director at BBG UK&I. “Stella Artois Unfiltered has already proven to be a hit with consumers so we are pleased to offer this innovative and super-premium beer to the on-trade.
“Stella Artois is the ideal brand to grow the unfiltered category in the UK with the brand being synonymous with taste and quality. We have already seen in the off-trade how Stella Artois Unfiltered encourages consumers to trade up and we are confident it will prove a success in pubs and bars across the country.”
