UK: Stella Artois has been named Coolest Drinks Brand by the SuperBrands
Stella Artois has once again been named Coolest Drinks Brand by the SuperBrands organisation, following a deciding vote by consumers, The Publican posted on November 7. It is joined for the first time by Hoegaarden, which debuts at number four on the drinks brands list.
Stella Artois, the number one premium lager brand in the country, tops the drinks brand list for the second consecutive year in research published this month by the organisation, an independent international authority and arbiter on branding.
According to SuperBrands, CoolBrands ‘are brands that have extremely desirable among many style leaders and influencers. They signify that users have an exceptional sense of taste and style.’
More than 1,000 brands from all markets were considered for CoolBrands status this year. Stella Artois and Hoegaarden - the UK’s number one white beer - are among just four beer brands featured in the final list of 90 brands judged by the SuperBrands CoolBrands Council – a voluntary and independent group of opinion leaders made up of leading figures in the branding world including representatives from the world of media, art, design and marketing.
The brands were judged based on the ‘magic they have about them’. Fewer than 5% of the brands initially considered eventually qualify for CoolBrands status.
“Stella Artois has built a loyal group of followers who trust that it will not only continue to provide them with a consistently great tasting beer but with creative inspiration and entertainment through its innovative marketing,” says Stephen Cheliotis, Chairman of the CoolBrands. “Tangible and intangible, product and buzz, Stella Artois is a deserved recipient of the prestigious CoolBrand 2005 accolade.”
Phil Rumbol, Marketing Director of InBev UK, said: “It is gratifying to see Stella Artois at the top again. This year’s brand activity, in particular the Live Film campaign, has once again given consumers a reason to choose Stella Artois and name it the coolest drinks brand out there.
“Hoegaarden’s debut on the list is great news and reflects both the increasing consumer uptake of speciality beers and the emphasis and investment we have put on it over the last few years.”
Cheliotis concludes, “Hoegaarden is a fresh brand that embraces all things trendy and chic so it is only natural that it has been awarded prestigious CoolBrand status for 2005. It radiates a quirky appeal with its one-off taste experience and is perfect for those trying to capture the Belgium spirit.”
The CoolBrands 2005 list will be cover-mounted on the November issue of style magazine, Dazed and Confused. Consumer awareness will be raised by a tribute event in November and a book featuring the latest CoolBrands 2005 will be published the same month.
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