Fashionably Drunk.
Over just a few short years the ABV % of Stella Artois has plummeted from 5.2 to a relatively modest 4.6. It’s not clear if this is an intentional branding move, but Stella are quickly transitioning from being a rocket fuel designed for misbehaviour to a more refined, elegant, driving lager. Now, to compound the misery of their faithful, ‘typical’ consumer of yesteryear, they’ve partnered up with legendary London streetwear brand Palace to open up a string of pubs across London and New York. You can hear the cries of “you wouldn’t get that back in my day” from here. The two brands transformed Soho’s Blue Posts pub, kitting it out with special-edition signage, pictures, and barware, including beer mats and Palace Artois-branded pint glasses – all of which are now for sale. They’ve also hidden some limited-edition Palace Artois cans in various off-licences throughout the UK for a few lucky shoppers to stumble upon. It’s like Willy Wonka but for fashion-conscious alcoholics. And all you win if you find the golden ticket is a sore head the next day.
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