AB InBev launches Stella Artois in the Netherlands

Since January 1, Stella Artois, one of AB InBev‘s premium beers, is available in Dutch restaurants and bars. In March, the luxury beer will also be available in retail outlets, including Albert Heijn, Jumbo, and Plus.

Attack on Heineken

Until recently, the Belgian luxury lager Stella Artois, one of the largest brands worldwide for brewer AB InBev, was not yet available on the Dutch market. That is now changing: since January 1, the brand has been officially available to the hospitality industry, and from March 16, the brewer will also launch the beer in Dutch supermarkets. The introduction follows increasing demand from Dutch retail and hospitality partners to make the international brand available, the company says.

AB InBev is positioning Stella Artois in the growing premium beer segment. Observers see this move in the Netherlands as an attack on rival and market leader Heineken, which is still number one in the Dutch hospitality industry but has already had to cede its leading position in the supermarket channel to AB InBev.