Zaid's Marketing Blog

 

    
        Anheuser-Busch InBev's Belgian beer brand Stella Artois and its new marketing initiative, which aims to revitalize the company's image and draw in new clients. The "Off-Premise Refresh" advertising campaign emphasizes Stella Artois as a quality beer that can be consumed at home or outside.

A few takeaways were how Stella Artois is starting a new marketing campaign called "Off-Premise Refresh" with the goal of showcasing the brand as a premium beer that can be enjoyed at home or in outdoor settings. Another takeaway is to make it simpler for people to buy Stella Artois online, the campaign includes a new TV ad, social media content, and collaborations with delivery providers. The campaign's end objective is to revitalize the brand and draw in new clients, particularly youthful women who are more prone to drink beer at home or in outdoor settings.

Stella Artois' key selling point is that it is a premium Belgian beer with a rich history and unique flavor. The brand is positioned as a beer for special occasions and relaxing times and is linked with sophistication, elegance, and luxury.

The necessity for beer brands to adjust to shifting customer preferences and behaviors is the marketing relevance examined in the essay, particularly in light of the COVID-19 epidemic. Beer businesses must come up with innovative methods to connect with their consumers and improve the appeal of their goods in off-premise venues because more people are drinking at home and fewer are going out to pubs and restaurants.

Stella Artois is addressing this issue by releasing a new marketing campaign that highlights the brand's high-end and refined qualities while also emphasizing its flexibility and versatility in various situations and locations. In order to make it simpler for customers to get Stella Artois online, the campaign also incorporates social media content and collaborations with delivery services. The new TV commercial features individuals enjoying Stella Artois at home and in outdoor settings.

Stella Artois' marketing strategy is distinctive and innovative in a number of ways. First, the company is using its history and traditions to establish an air of exclusivity and authenticity that appeals to customers who respect high-quality products made by skilled craftspeople.  Second, the company is reaching out to younger, more female, and more inclined to drink beer at home or outside consumers using social media and digital platforms. Finally, the company is collaborating with delivery providers to facilitate the rising trend in the beer sector of people buying Stella Artois online.

    From a marketing standpoint, Stella Artois' strategy appears to be sound and well-executed. By highlighting its high-end and sophisticated features and making its goods easier to find and purchase, the brand is utilizing its advantages and setting itself apart from other beer companies.

    If I were the brand/product manager for Stella Artois, I'd think about growing the delivery service alliances and looking at fresh approaches to connect with younger and female consumers via social media and digital channels. Additionally, I would concentrate on developing more captivating and interactive material that accentuates the distinctive features of the company and its goods.

    Stella Artois' "Off-Premise Refresh" campaign is a fantastic illustration of how beer manufacturers may adjust to shifting customer tastes and habits by highlighting their strengths and improving the appeal of their goods in off-premise situations. Stella Artois is revitalizing the brand and luring new customers while still keeping current and competitive in the beer market by using its legacy, tradition, and premium positioning.

https://www.marketingdive.com/news/stella-artois-campaign-brand-refresh-off-premise/645405/

Karlovitch, Sara. “Stella Artois Crashes into Dining Trends, Shifts Brand Positioning.” Marketing Dive, 20 Mar. 2023, https://www.marketingdive.com/news/stella-artois-campaign-brand-refresh-off-premise/645405/.