Stella Artois launches super premium unfiltered lager

Stella Artois, a proud part of Budweiser Brewing Group, has today announced the launch of Stella Artois Unfiltered. The new super premium lager will launch exclusively in Asda on 24th February before being rolled out across grocery and convenience channels from April 2022.

The unfiltered lager category, highly popular across Europe, is currently an untapped segment in the UK market and brings a differentiated, flavoursome addition to the world lager category. The power of the Stella Artois brand combined with the distinctive taste will offer something new that 84% of super premium beer drinkers want to try. [1]

This new beer from Stella Artois is naturally unfiltered and celebrates the original brewing methods of the past. The absence of filtration gives the beer a golden haze and allows the fresh flavours to burst through. 

“With unfiltered lager taking Europe by storm and hazy beer becoming hugely popular in the craft segment, we are looking forward to bringing something new to the world lager category. Stella Artois Unfiltered provides retailers with an innovative product and super-premium, fully recyclable paperboard packaging,” says Mark Wingfield Digby, off-trade sales director. “Stella Artois is the ideal brand to grow the unfiltered category in the UK with the lager becoming synonymous with taste and quality. We are thrilled to be launching Stella Artois Unfiltered to the UK market and are confident it will prove a success up and down the country.”

To support the launch, the brand will have an unrivalled media campaign, with the biggest spend of any alcohol innovation since 2017, beginning in May 2022. In addition, there will be a bespoke trade support package per channel and a comprehensive PR and sampling plan, focused on getting this superior premium beer in hand from April 2022.