Tuesday, 2 December 2008

Peetered out

I foresaw back in July that the launch of 4% ABV Stella Artois would lead to the demise of Stella's existing little brother Peeterman, and so it has proven. I don't expect it will be much missed.

Inbev's efforts to develop a "family" of beers around the core Stella brand have proved a dismal failure, and you also have to wonder how Stella itself is faring now its alcohol content has been cut from 5.2% to 5.0%, just the same as every other "premium" lager. No doubt it would attract the ire of the anti-drink lobby, but some other brewer might clean up if they launched a rival brand in the 5.3% to 5.5% strength band.

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