In addition to the new design, there are structural changes to the packaging. Bottled beer is an increasingly popular format among consumers, with forty-three per cent of UK beer drinkers only drinking bottled beer. To enhance the experience, Stella Artois has added a second perforation to the neck label of bottles. Denoted by an easy to tear gold tab, this second perforation ensures that the paper wrapping never touches the lips and doesn’t get in the way of the beer’s great taste. Cans are also receiving an enhancement with a matte finish being added from early 2019 next year, giving them a premium feel alongside the new visual identity.

Alexis Berger, Marketing Director for Stella Artois Europe, commented, “Design is absolutely integral for any brand and as a brewer with 600 years’ heritage we do not take redesigns lightly. We are incredibly proud of the new direction the brand aesthetic is taking, highlighting our Belgian heritage but also modernising Stella Artois to lead consumers’ expectations of premium. We’re confident this refreshed design will stand out on shelves and highlight the qualities of Stella Artois which make us the UK’s favourite alcohol brand.”