Packs and Closures

Brewer InBev has highlighted the importance of packaging as it relaunched Stella Artois in a bid to attract more shoppers to the brand.

The Belgian-owned company has revamped both primary and secondary packaging to help the products stand out on shelf. The new packs will reach UK supermarkets next month, before being rolled out to other countries.

InBev UK president Stuart MacFarlane said: "Beer buyers are faced with a huge choice – so great packaging is absolutely crucial for retail success."

The new design focuses more on the Stella logo, which has been enlarged, and the Leuven horn symbol and date – "Anno 1366" – feature more prominently.

InBev has also selected best-in-class weight glass 330ml and 250ml glass bottles. Stella bottles are 81% recycled, while the cans are 50% recycled. The cases use 100% recycled corrugated board.

MacFarlane said: "This design will help build the brand even further by reinforcing its appeal to established drinkers and attracting new customers."