The alcohol-free Stella Artois Liberté hits US shelves with a clever marketing ploy, which appears to suggest drinkers “expand the night” by switching to booze-free after enjoying a few alcoholic beverages.
Enjoy the freedom of another round. Allows you to stay in the moment longer and later. Gone are the days of limiting yourself. These are just some of the tag lines attached to the launch of Stella Artois Liberté, a new 0.0% non-alcoholic option designed to “give you more.”
Rather than suggest consumers abstain from alcohol altogether, or zero in on the health and wellbeing benefits of going alcohol-free, the new marketing campaign from the Anheuser-Busch-owned beer brand, encourages drinkers to incorporate drinking alcohol-free lager alongside traditional lager to that they don’t have to cut the night short.
The new booze-free option, available in the classic 11.2oz glass bottle sporting a redesigned blue label, is described as being a full-flavoured premium alcohol-free lager with a well-balanced malt sweetness, crisp hop bitterness, and clean finish. It is hoped the virtuous alternative will “expand the occasions that beer can be enjoyed responsibly”.
“We’re very excited to be able to offer fans our classic Stella Artois lager as a non-alcoholic version of the brew. It’s the perfect addition to round out our Stella portfolio. With this new innovation, we want to provide people the liberty to enjoy more of life’s special moments with those that matter most,” said Peter Van Overstraeten, vice president of Premium and Super Premium USA at Anheuser-Busch. “Liberté will give you the confidence to say yes to happy hour and make new memories over an ice-cold beer.”
Stella Artois Liberté is available now in select US markets including New York, Washington D.C., Miami, and Philadelphia. It is unknown as yet when it will hit the UK.