Stella Artois Unfiltered - Success Case Study

'Success Case Study: Stella Artois Unfiltered' is part of the publisher's Successes and Failures case study series. Launched in 2022 by AB InBev, Stella Artois Unfiltered is marketed as a premium lager. In terms of formulation, the beverage does not go under a filtration process, which the brand claims to produce fresher flavors.

The beverage was launched in multiple channels around the UK including retailers, pubs, and bars. The alcoholic beverage claims to have boosted brand sales and won a series of awards for its innovation, such as The Grocer's alcoholic drinks award for 2022.

Stella Unfiltered aligns closely with UK consumer preferences for 'natural' ingredients and product claims. The brand has successfully maximized consumer exposure through online and offline purchase channels.

Scope

• Highlight ingredient quality in product communication. Consumers are inclined to find products that are higher in quality to be better value for money.
• Maximize product distribution (retail, direct-to-consumer, and foodservice) and communication channels to broaden potential consumer engagement.
• Clearly communicate production information on-pack through claims or in the product name itself to boost consumer trust in the brand.

Reasons to Buy

• Use the publisher's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.
• Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
• Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
• Access valuable strategic take-outs to help direct future decision-making and inform new product development.