Stella Artois
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Stella Artois (IPA pronunciation: [ˈstɛ.lə ɑɹˈtwɑ]) is a 5.2% ABV global lager first brewed in Leuven, Belgium in 1926 as a Christmas brew, and named Stella after the Latin for "star".[1]
Although Belgium is best known internationally for its ales, it is the common bottom-fermented pilsner lager, such as Stella Artois, which heads the lists of domestic consumption and exports. Often called “table beers” are classified by their bottom-fermented method. The pilsners make up almost 75% of Belgian beer production, with Stella Artois as the best-known brand internationally. Stella Artois is the best selling premium lager in the UK beer market, and is promoted as an international brand by InBev. In its home market of Belgium, however, it is marketed, priced and sold as a regular lager. It is brewed in Belgium and the United Kingdom, as well as other countries including Australia. Much of the Stella Artois exported from Europe is currently produced at InBev's brewery in Belgium, and packaged in the Beck's brewery in Bremen, Germany.
The Anno 1366 on the Stella Artois logo refers to the origin of brewing in the city of Leuven. The city's tax records dated 1366 mentions the existence of a local brewpub called Den Hoorn, ('Hoorn' in Dutch meaning 'Horn' in English, as is represented in the logo on the beer label). The name Artois was coupled to the beer in 1708, when new owner Sebastian Artois achieved the title of master brewer.
Stella Artois is available on draught and in several packaged sizes, including a 275 ml bottle, a 330 ml bottle, a 440 ml can, a 50cl can, a pint size can known as "La Grande Biere" (568 ml) and a 66 cl bottle.
Advertising
Stella Artois' advertising slogan in the United Kingdom is "Reassuringly Expensive." The UK television advertising campaigns have become known for their distinctive style of imitating European cinema and their leitmotiv inspired by Giuseppe Verdi's La forza del destino. The campaigns began with a series of adverts based on Jean de Florette, moving on to other genres including war movies, silent comedy and even surrealism (for which the slogan was changed to "Reassuringly Elephants"). They have used notable movie directors such as Jonathan Glazer. The aim is to portray a sophisticated European culture somewhat belied by the popular conception of the beer. The ads are wholly performed in French, leading some to believe that Stella Artois is a French beer. Many of these ads can be viewed on YouTube.
In Belgium, Stella Artois is promoted as Mijn thuis is waar mijn Stella staat and Chez moi, c'est près de ma Stella (My home is where my Stella is).
Stella Artois is also brewed in Abbotsford, Melbourne by Carlton & United Beverages for the Australian market under license from InBev.
Stella Artois has had a long association with film. Dating back to 1994 (in the UK), the beer has organized a range of events as well as TV sponsorship of Channel 4 films and a website. Most recently the beer brand has adopted the new identity - Studio Artois. Stella Artois has been a primary sponsor of the film festivals at Cannes and Sundance.
The name and brand have been absorbed into popular culture and it is believed that it earned its nickname "Wifebeater juice" from the film A Streetcar Named Desire after the character Stella, Stanley Kowalski's abused wife. The Streets, Jamie T and Amy Winehouse have all referenced the lager in one of their songs, and is consumed by Norm in Cheers, Brad Pitt and George Clooney in Ocean's 13 and by the characters of Two Pints of Lager and a Packet of Crisps and the characters of the Sopranos in the latest series move up to Stella Artois. The lads from Rutland aka the Rutles were seen drinking Stella during their big weekend in London. The beer is also often mentioned in the popular webcomic Achewood, where a single bottle is referred to as a "Crunchy Stella". The Klaxons, their manager Gary Star and Rosster were seen drinking Stella Artois in the Klaxons video to their smash hit Gravity's Rainbow.
Stella Artois is marketing the brand's premium positioning in its international markets through "The Stella Artois Gold Standard Establishment Programme". Through a combination of education, illustration and experience based in and around the Belgian 9 Step Pouring Ritual and exceptional customer service, Stella Artois is consolidating its place as the premium lager brand in a wide number of Asian markets.
First launched in Canada, the Stella Artois Gold Standard Establishment Programme has now launched in Singapore through its importer, Pacific Beverages Pte Ltd, before reaching the rest of the Asia Pacific markets in 2008. There are 7 outlets in Singapore currently holding the award of " Gold Standard Establishment " which are: Barrio Chino, Bernies BFD, Brussels Sprouts, Ice Cold Beer, Ice Cold B's, Oosters and Rogues.
See also
- InBev
- Peeterman Artois, a 4% lager often sold alongside Stella Artois in the UK
- Artois Bock, a 6.2% 'brown' beer to be sold alongside Stella Artois in the UK
References
- ^ "Pivovary Staropramen : Stella Artois". Retrieved 2006-12-10.
External links
- Stella Artois Review
- Stella Artois: Official Website
- Studio Artois: Official Film Website
- Brasserie Artois: Artois Family of Beers
- Rating on RateBeer.com
- Collection of glass beer mugs from Stella Artois
- Photos from the now-defunct Stella brewery in Leuven
Singapore Stella Artois Gold Standard Establishment Information - http://www.pacbev.net