December 11, 2017

Stella Artois launches new pack format and limited-edition design

AB InBev has developed limited-edition packaging for Stella Artois to coincide with the Christmas period.

The four-pack tote is designed to provide a new unwrapping ritual, with an easy-open tab running around the centre of the pack. The rounded edges and curves create a sleek, premium aesthetic, whilst the eye-catching red handle makes it easier to carry the tote from store to home, or seasonal gatherings.

The new packaging format has launched in Sainsbury’s and Ocado in time for Christmas, having arrived in stores and online today (Wednesday 29 November).

The Stella Artois brand has a natural association and historic connection to the festive season; in 1926 The Artois Brewery in Belgium first crafted a festive beer as a Christmas gift to the people of Leuven. That special batch was the first to officially include “Stella” in its name. “Stella”, meaning star in Latin, pays homage to this original occasion, accompanied by a star on every bottle.

Continuing its celebration of the festive period, Stella Artois will launch its limited-edition Christmas design across varying formats*, featuring the gold star across packs. The 750ml Christmas Bottle will also make a return for 2017. Imported from Leuven, the home of Stella Artois, it is perfect for those Christmas sharing moments.

Matt Leadbeater, Senior Brand Manager, Stella Artois, commented: “Stella Artois is the go-to choice for consumers looking for a quality experience, and the new packaging perfectly represents the premium brand persona. 

“Stella Artois is synonymous with Christmas, with an authentic seasonal story to tell. We hope the unique, limited-edition design will get consumers even more excited for the festive period this winter.”


* The limited-edition Christmas design will run across the following formats:
Bottle Packs:
3x330ml bottle wrap
4x330ml bottle basket
6x330ml bottle basket
12x330ml bottle carton
15x330ml bottle carton
15x284ml bottle carton
12x284ml bottle carton
20x284ml bottle carton
12x660ml bottle carton
Can Packs:
1x10x440ml Can
3x10x440ml Can
18x440ml Can
6x4x440ml Can
4x568ml Can