New Zealand: Stella Artois is the first in the New Zealand market to launch an aluminium bottle, which is a new concept in premium beer packaging. The limited edition Stella Artois aluminium bottle will be launched in New Zealand for the first time on 27 February in Wellington at an exclusive event featuring a fashion show by designer ‘Little Brother’, followed by a gig by funky jazz musician, Nathan Haines, Real Beer revealed on January 17. “Sleek, streamlined and super stylish, the new silver and red aluminium bottle shows why Stella Artois continues to be the beer of choice for discerning drinkers.”

After a recent global launch, the exclusive aluminium bottle will be available to New Zealand consumers at special events with future plans for limited distribution to top end trade outlets. “This bottle is the collector’s item of the year,” says Jeremy O’Brien, Stella Artois marketing manager, “the new Stella Artois bottle fits perfectly with the brand’s sophisticated and stylish image. People are going to really want to be seen drinking this.”

“The bottle has been developed by InBev for use in prestige Stella Artois outlets globally and as an alternative to glass for outdoor events such as the Stella Artois outdoor movies in the UK,” explains Jeremy.

Each bottle is 330ml, weighs 580g when full, has a commercial shelf life of 12 months and is sealed with a crown cork closure. And, of course, it looks great! Aluminium packaging has a number of advantages: it means that the bottle is easier to drink, more convenient to hold and the unbreakable format improves consumer and staff safety.

Lion Nathan plan to introduce the bottle during 2005 following the assessment of trade and consumer reaction.

Stella Artois is the best selling Belgian beer in the world. Sold in more than 80 countries, its popularity is widespread. The success of this premium lager lies in a distinctive, immediately recognisable taste and crisp character, which results from the carefully selected ingredients and exclusive brewing process.

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