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Stella to pack less of a punch
Lower-alcohol is undoubtedly the new Extra Cold for lager brands, allowing producers to update and innovate within established brands. Stella Artois will apparently be the next brand to benefit from this, as InBev prepares to launch a 4% ABV version of its lager.
The move is said to be an attempt by InBev to address negative perceptions of the 5.2% ABV lager. The company has already experienced success with its lower-ABV Becks variant, Vier.
Another member of the Artois portfolio, Peeterman, is already at 4%. Coors Brewers launched their 2% ABV Carling, C2, nearly two years ago.
The new beer, expected to be announced later in the week, will presumably be the same or similar to Stella Artois Légère which was recently launched in Canada.
Clinton Cawood, 25/06/08