AB InBev will launch new Stella Artois Gluten Free to make the UK’s favourite alcohol brand (Nielsen Scantrack, 30th Dec 2017) more accessible to a wider range of consumers.

The new certified gluten-free beer will be launched to the off-trade grocery channel this August in a 4 x 330ml bottle format, before being rolled out wider in the autumn.

Brewmasters at Stella Artois have worked with specialists to remove the gluten through the use of a specific protein, without altering the unique taste.

The new variant of the UK’s number one premium lager will be placed outside of the traditional alcohol aisles, driving brand visibility and incremental sales for AB InBev customers. Demonstrating the demand for gluten-free choices, ‘free from’ sales grew 36% year-on-year between 2016 and 2017, with gluten-free beer alone growing 83% (value sales, Kantar Worldpanel 12 w/e 31st Dec 2017).

Last year, 54% of UK households purchased at least one ‘free from’ product, and households with consumers under 45 years of age were 20% more likely to buy from the range (Kantar Worldpanel 12 w/e 26th March 2017), highlighting the opportunity for brands and retailers to drive both sales and footfall.

Alexis Berger, marketing director for Stella Artois Europe, said: “We’re incredibly excited to be entering the gluten-free beer category with Stella Artois Gluten Free, making the UK’s favourite beer brand more accessible to those who follow a gluten-free lifestyle.

“Consumers will enjoy more options as the UK’s number one selling alcohol brand (Nielsen, Value Sales, YTD Data to 20.05.2017) will be available in a delicious, gluten-free variant. Customers will also benefit from the newly-created product offering within the gluten-free premium lager category, driving sales and increasing footfall.”