British Binge Culture Boosts Foreign Beer Manufacturers
Nobody is quite sure exactly when the “reassuringly expensive” Belgian beer morphed into “wife-beater” but the shockingly rapid decline of Stella Artois from premium lager to tipple of choice for binge drinkers is the sort of salutary tale that keeps marketing types awake at night.
Long gone was the bucolic advertising image of French peasants licking their lips over the rare prospect of an ice-cold glass of Stella Artois. Instead, the brand had become associated with slabs of beer cans piled high in supermarket aisles as part of extremely cheap promotions.

Stella Artois sees big gains in British market
But the latest sales figures out yesterday suggest that the nightmare may be coming to an end. Anheuser-Busch InBev, the world’s biggest brewer with brands that include Budweiser and Beck’s, said that it had won market share in the UK beer market as a result of “the resurgence of Stella Artois”.
The brewing behemoth, created from last year’s marriage of InBev of Belgium and Anheuser-Busch of the US, revealed that UK sales volumes of the Stella brand, which have been in sharp decline since the smoking ban, grew by 6.6 per cent in the second quarter of the year and by 3.7 per cent in the first half.
Read More>The Times Online


