Stella Artois will be available in 4% strength later in 2008.

Alcoholic drinks group InBev has announced plans to launch a lower alcohol version of Stella Artois in a bid to boost sales of the ailing lager.

The company will unveil Stella Artois 4% later in the year. It will be sold alongside Stella Artois 5.2% – the drink is Britain’s best-selling beer, however it has suffered a decline in popularity since being dubbed ‘wifebeater’ for its high alcohol strength.

InBev has pitched the new launch as being a way for consumers to enjoy the taste of Stella at a lower alcoholic strength, however critics believe it is a marketing ploy to revive the 5.2% variety.

InBev UK President, Stuart MacFarlane, said: “With Stella Artois 4%, consumers will have increased choice and the confidence that they are choosing a beer brewed with the same quality credentials and taste of the Stella Artois parent brand.

“We believe this product will appeal to both new and existing consumers; the millions who regularly enjoy Stella Artois but occasionally look for a lower ABV option, and those who look for a premium beer at a lower ABV.”
InBev is a world-leading brewer, with almost 89,000 employees worldwide. It owns the Stella, Beck’s, Leffe, Brahma, Staropramen and Hoegaarden brands and sells its drinks to consumers in 130 countries.

For further information, visit www.InBev.com

By Natasha Piscitelli