FDBusiness.com

Belgian beer brand Stella Artois has unveiled a sophisticated new bottle design and refined its secondary packaging.

Specific design elements, including iconography under the Stella Artois cartouche, have been incorporated throughout both the bottle and secondary packaging to more prominently feature Stella Artois’ brewing expertise and legacy.

The new design is being rolled out in conjunction with the brand’s Be Legacy campaign, which celebrates its heritage by showcasing stories based on pivotal moments in the company’s history. The bottle itself has been sculpted to provide a more elegant and streamlined profile, with elevated shoulders to ensure the richly embossed Stella Artois bottle sits above the competition on shelf, while the neck label and gold trim play homage to the brand’s iconic Stella Artois chalice.

Refinements have also been made to the Stella Artois can, which has been updated to boast a more sophisticated and streamlined design that incorporates a gold Chalice outline to add dimension, and the brand’s signature star for a sophisticated finish.

“Stella Artois embodies a sophisticated, continental lifestyle and we are excited to unveil an elegant new streamlined design that pays homage to Stella Artois’ rich brewing heritage,” said Rowan Chidgey, senior brand manager for Stella Artois. “This new look and feel not only celebrates our brewing heritage, but more specifically our dedication to crafting the highest quality lager for premium drinking occasions.”

To enhance the consumer experience, further refinements have been made to the iconic white neck label, making it easier to “tear off” and enjoy the lager directly from the bottle.

The brand has also expanded its range of pack forms, responding to the the trend for smaller pack sizes by making three-count, four-count, six-count and 12-count packs available.

Stella Artois is a pilsner beer which was first brewed by Brouwerij Artois in Leuven, Belgium, in 1926. Since 2008, it is sold in Britain, Ireland, Canada and New Zealand. Through a series of mergers, Stella Artois is now produced by Anheuser-Busch InBev, the world’s largest brewer.