Long-suffering celiacs will soon be able to enjoy on the Europe’s most popular beers, thanks to brewing giant AB InBev…
Stella Artois Gluten Free hits grocery store chillers in the UK next month – and we suspect a roll-out will follow in other markets if it proves a strong seller.
Certified by Coeliac UK, which is a charity supporting people who want to enjoy a gluten-free lifestyle, the brew is pretty much the same as the normal Stella Artois beer – but with the gluten removed. Stella Artois’ brewmasters have worked with specialists to remove it by using a specific protein which does not affect the Stella taste.
AB InBev says sales of “free-from” products in the UK grew 36 per cent year on year between 2016 and last year, when the gluten-free beer category grew by 83 per cent in sales value. Last year, 54 per cent of Britons bought at least one ‘free-from’ product.
Stella Artois Gluten Free will be sold in four-packs of 330ml bottles in grocery stores before later being introduced to licensed premises.
Alexis Berger, marketing director for Stella Artois Europe, says the beer’s launch means consumers will enjoy more options “as the UK’s number-one selling alcohol brand will be available in a delicious, gluten-free variant”.