Belgium: InBev quitting plans for extra-cold Stella font in pubs
InBev has dropped the plans to launch a stand-alone chilled version of Stella Artois, claiming its new multi-pour Brasserie Artois font can deliver beer that’s just as cold, the Morning Adertiser stated on April 13.
The Morning Advertiser first revealed in January that InBev was trialling a new font, Reassuringly Chilled, in a small number of outlets, and in recent months it has signed contracts with pub companies – including Mitchell and Butlers, Punch and Enterprise – to install 8,000 units.
Neverthelles, although InBev intends to honour the deals, it wants to replace the Reassuringly Chilled fonts with the Brasserie Artois system in July when its £50m rollout gets into full swing.
The move means that unlike its rivals, Stella Artois will only be available in one version, which is not branded as extra cold.
A spokesperson for InBev said Brasserie Artois was a better platform for it to introduce Stella at a lower temperature, claiming that the font used the same technology as Reassuringly Chilled, guaranteeing a pint of between 3°C and 5°C.
She added: “Reassuringly Chilled is basically going quiet now and moving to Brasserie Artois. It’s going to be a costly exercise and it makes the education process slightly more difficult for Brasserie Artois, but it means the trade gets the best technology we have available now with Reassuringly Chilled.”
But pub companies have accused InBev of sending out a confused message. One influential buyer said: “The range of brands they have is so diverse, I think they’re juggling too many balls and I’m not sure where the focus is. Consumers love extra cold beer and two and a half years ago InBev said it wouldn’t have an impact – but it has. They need this to work, which means clearly telling drinkers that Stella Artois is now served at a colder temperature.”
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