Realbeer.com Beer Therapy

Brandweek reports that mass-market brewers aiming for the high-end beer market are basing their strategy on the success of Stella Artois.

Some of the things Stella has done:

- Instead of using babes and sports in advertising, owner Inbev has promoted signature beer glasses and proper beer care.

- Appealed to foodies by hosting Belgian dinners and landing editorial mentions in Bon Appetit and Gourmet.

- It became the badge beer for the independent film community through release-party sponsorships at Sundance and other film fests.

“Discovery” has been a key element of Stella’s plan, one that Anheuser-Busch will likely continue as it takes over distribution of Stella this year, and one that Miller and Coors are emulating with brands of their own.

This entry was posted on Tuesday, January 2nd, 2007 at 12:31 pm and is filed under Beer culture, Breweries. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.