Big Stella

Size matters. That’s why Belgian brewers have been bottling their beers in champagne bottles for ages. Never tardy to develop new marketing strategies, Interbrew will launch Stella Artois in a one-litre bottle later this summer. The big Stella bottle will be aimed at restaurants and selected food pubs. The wide-neck bottle will cost between £7 and £8 in restaurants and will be suitable for a group of diners to share. The Belgian brewer will also offer ice buckets for restaurant tables to keep the beer at the required temperature. According to market research by A.C. Nielsen, Stella Artois is Britain’s top selling alcoholic beverage whose retail value rose 23% to £300m in 2000, ahead of Carling whose value rose 11% to £161m..

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