Budweiser Brewing Group launches Stella Artois Unfiltered

Budweiser Brewing Group has announced the launch of Stella Artois Unfiltered.

The new 5% abv lager will be introduced exclusively in Asda on 24 February before being rolled out across grocery and convenience channels from April. It comes in 660ml bottles, 12 x 330ml bottles and 6 x 330ml cans.

The unfiltered lager category, highly popular across Europe, is currently an untapped segment in the UK market, according to the company.

The absence of filtration gives Stella Artois Unfiltered 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,” says Mark Wingfield Digby, off-trade sales director.

“Stella Artois Unfiltered provides retailers with an innovative product and super-premium, fully recyclable paperboard packaging.

“Stella Artois is the ideal brand to grow the unfiltered category in the UK, with the lager becoming synonymous with taste and quality.”

To support the launch, a media campaign with the biggest spend of any alcohol innovation since 2017 will begin in May. In addition, there will be a bespoke trade support package per channel and comprehensive PR and sampling.