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.