Stella Artois has unveiled a sophisticated new bottle design and refined secondary packaging which aims to improve the consumer experience in premium drinking occasions.

The new design is being rolled out in conjunction with the brand’s Be Legacy campaign, which celebrates the brand’s inspiring legacy by showcasing stories based on pivotal moments in its history.

Iconography under the Stella Artois cartouche has been incorporated to more prominently feature Stella Artois’ brewing expertise and rich heritage - traced back as early as 1366 to Leuven in Belgium.

The bottle itself has been made to look more elegant and streamlined, with elevated shoulders to ensure the bottle sits above the competition on shelf, while the neck label and gold trim play homage to the brand’s iconic Stella Artois Chalice.

The can has also been updated to look more sophisticated and streamlined and to also incorporate a gold Chalice.

Further refinements have been made to the white neck label, making it easier to “tear off” for those enjoying the lager directly from the bottle, which ensures the drinker’s lips do not touch the paper.

Coinciding with the unveiling of the new packaging, Stella Artois has also expanded its offering of pack formats, responding to the trend in the market for smaller pack sizes. The packs are available now from all major retailers in 3x 330ml, 4x 330ml, 6x 330ml and 12x 330ml varieties.

“Stella Artois embodies a sophisticated, continental lifestyle and we are excited to unveil an elegant new streamlined design that pays homage to Stella Artois’ rich brewing heritage,” said Rowan Chidgey, senior brand manager at Stella Artois. “This new look and feel not only celebrates our brewing heritage, but more specifically our dedication to crafting the highest quality lager for premium drinking occasions.”

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