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Detailed Background And History Of The Stella Artois Company

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Background and History of the Stella Artois company
Stella Artois is a Belgian based company which brews Stella Artois (pilsner lager with
approximately 4.8 and 5.2% Anheuser-Busch In) and it was first manufactured by the Artois
Brewery in Belgium in the year 1926. Stella Artois is widely sold in Ireland, Canada, New
Zealand and Britain. Currently, Stella Artois is owned by the Interbrew International B.V. in
Netherlands and is the subsidiary of the largest brewer in the world.
Back in 1708, Sebastien Artois was the head brewer at Den Hoorn brewery in Leuven a
brewery which was established in the year 1366. In 1717, Stella Artois bought the brewery and
renamed the company Brouwerij Artois. Brouwerij Artois launched Stella like a festive pilsner in
1926 and it was named after a Christmas star. Stella Artois was first sold during the winter
season and it later became available within the year and it was exported to the broad European
marketing in 1930. During the World War II, the production was affected for a period because
Brouwerij Artois adjourned its operations. By 1960, approximately 100,000,000 liters of the
Stella Artois was produced in every year. The Brouwerij began to face competition in 1976 when
Whitbread started brewing the Stella under the agreement in the United Kingdom.
Stella Artois was well known in 1981 because of Frank Lowe. Frank took Stella
advertisement account from his previous company to new one which he started himself and he

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later created the most popular advertising campaigns in the history. A new identity of Stella
Artois with a new look was launched in 1981 and it was in the infamous campaign of Reassuring
Expensive. The consumers had found that Stella Artois was expensive and they would opt for
the cheaper alternatives. This campaign changed the negative to a positive for Stella Artois with
an argument that paying more was the guarantee of the quality and many of the customers agreed
with it and started again opting to choose it.
Brouwerij Artois became a founding member of the merger which created Interbrew in
1988. In the same year, David Taylor who was the founder of Taylor brands created the modern
package design, shape, and bottle. The first 1926 bottle tag inspired the new design which later
replaced the 1960s design. The design integrates the symbol of the horn and 1366 which was the
original date of Den Hoorn brewery. In addition, the label indicates the medals for the excellence
awarded to Brouwerij Artois in different trade exhibitions in Belgium between the 19th and the
29th century. The name Stella Artois is maintained within the cartouche which was greatly
influenced by the style of the Belgian architecture around Leuven.
Interbrew moved the production of the Stella Artois to a new and fully automated
brewery within Leuven in 1993. In the year 2004, the Interbrew was among the merger which
created InBev and in 2006, the total production volume in a year was more than I billion liters.
In 2008, the InBev was among the merger which created the Anheuser-Busch InBev brewery
company. In addition, at the same period, Stella Artois of lower-alcohol version was made
available to the market in the United Kingdom and Stella Cidre was later introduced in the
market. The AB InBev later decreased alcohol content in their beers for the market in the United
Kingdom from 5%-4.8% in 2012. Stella Artois is among the popular, famous and stigmatized
brands available in the world. Stella Artois is now manufactured by the Anheuser-Busch InBve

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Surname 1 Name Supervisor Course Date Background and History of the Stella Artois company Stella Artois is a Belgian based company which brews Stella Artois (pilsner lager with approximately 4.8 and 5.2% Anheuser-Busch In) and it was first manufactured by the Artois Brewery in Belgium in the year 1926. Stella Artois is widely sold in Ireland, Canada, New Zealand and Britain. Currently, Stella Artois is owned by the Interbrew International B.V. in Netherlands and is the subsidiary of the largest brewer in the world. Back in 1708, Sebastien Artois was the head brewer at Den Hoorn brewery in Leuven a brewery which was established in the year 1366. In 1717, Stella Artois bought the brewery and renamed the company Brouwerij Artois. Brouwerij Artois launched Stella like a festive pilsner in 1926 and it was named after a Christmas star. Stella Artois was first sold during the winter season and ...
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