Stella Artois Unfiltered launches in the On-Trade

Stella Artois Unfiltered, a new super-premium lager from Stella Artois, the UK’s number one premium beer brand is now available both on draught and packaged to the On-Trade.

Super premium beers are driving growth for the category. Budweiser Brewing Group is forecasting that by 2025, 65% of total beer consumption will be from brands in the premium or super-premium category, cementing the sales opportunity for the On-Trade. These beer drinkers are constantly on the lookout for new and exciting styles of beer to try of which Stella Artois Unfiltered responds directly to.  

The unfiltered lager category, highly popular across Europe, is currently an untapped segment in the UK market and brings a differentiated, flavoursome addition to the super-premium category. Stella Artois Unfiltered celebrates the original brewing methods of the past. The absence of filtration gives the beer a golden haze and allows the fresh flavours to burst through, leading it to win bronze at the World Beer Awards. When combined with the power of the Stella Artois brand, 84% of super-premium beer drinkers are keen to try Stella Artois Unfiltered. 

Stella Artois Unfiltered launched in the Off-Trade and on PerfectDraft earlier this year, backed by a distinctive ‘Au Naturel’ media campaign to drive awareness of the launch. The ongoing campaign was seen by 99% of the UK population throughout the year and is set to return in 2023. Stella Artois Unfiltered has proven to be a hit with consumers, selling out on the PerfectDraft platform, as well as being central to the growth of the beer category, bringing more new consumers to the category than any other NPD.

The launch in the On Trade will be supported by a suite of assets, led by a brand-new frosted chalice which will ensure standout in venues and backed by distinctive assets and staff training materials to drive awareness and engagement across every touchpoint. 

“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,” says Jean-David Thumelaire, On-Trade Sales Director at Budweiser Brewing Group. “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.”  

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