Why Stella Artois is focusing on ‘art, not advertising’ as it appears to be to drive reappraisal

Stella Artois is on a mission to re-build itself as the world’s most preferred top quality lager.

The approach, according to the brand’s worldwide vice-president Tim Ovadia, is to provide again its tradition of “revolutionary internet marketing” and drive into foodie tradition by opening a chain of very own-branded eating places.

Buyers with a memory that stretches again to the 1980s and 1990s will bear in mind Stella as a quality vary that was bought as ‘Reassuringly Expensive’, prior to much too considerably discounting dented its halo. In a brand manager’s nightmare, the AB InBev-owned brand name turned publicly labelled as ‘wife beater’ in the Uk amid a backlash towards binge ingesting and its facet effects.

But Ovadia states that, exterior the United kingdom, the model performed a unique activity and is superior regarded as a result.

“Stella is the third most important beer brand name in the planet. It is viewed outside the United kingdom as a remarkably complex and high quality beer model,” he states.

Far more than that, the manufacturer is on the enlargement trail. Close to 80% of its sales volume at present will come from six crucial marketplaces.