Stella Artois is proud of its rich Belgian heritage, tracing its origins back more than six centuries. The beer brand was brought to life at Den Hoorn Brewery in Leuven, Belgium in 1366. History records that Stella Artois was born as a Christmas “gift” from the brewery to the people of Leuven, Belgium. The word “Stella” translates to “star” in Latin and pays homage to the holiday event. Since that time, a star has been proudly displayed on Stella Artois bottles.
The latest challenge for the venerable lager was how to remain a preferred potable and the proverbial “star” with today’s and tomorrow’s generations of beer drinkers while remaining true to its iconic heritage of quality and taste.
As one of the premium names under the Anheuser-Busch umbrella of brands, aligning with A-B’s mission that “100% of our packaging will be made from majority recycled content or will be returnable by 2025,” was essential. The choice of aluminum, the number one recycling material for packaging, was the smart choice.
Aluminum is a unique metal: strong, durable, flexible, impermeable, lightweight, corrosion-resistant, and 100% recyclable. In fact, aluminum is at the top of the recycling chain thanks to its infinite recyclability without any degradation in its quality. It can be reused over and over again at a fraction of the initial production costs without losing any of its characteristics or quality. In keeping with Stella Artois’ inherent up-market positioning, aluminum has its own special qualities that distinguish it from other packaging materials, including lighter weight and greater chill retention.
To make their next generation of packaging a reality, Stella Artois turned to the full body shaping capabilities of CCL Container. The new aluminum bottle’s silhouette is an homage to the brand’s legacy shape. The long neck of the container flows gently into a slender shoulder that tapers down to a cylindrical barrel-shaped base with a rounded edge at the bottom.
CCL Container continued the brand legacy synergy by utilizing our full range of decorating skills. The neck sports the classic white collar on which is printed a graphic interpretation of the Stella Artois chalice. The iconic shape of this vessel enhances the drinking experience and highlights the beer’s flavor profile. The traditional green bottle color completes the background on which is printed the brand name on a red field bordered by a scrolled frame in gold. Centered directly above is the Stella star.
We’re proud to have partnered with Stella Artois to produce a package that creates “a future with more cheers.”
What about your brand? Your next generation of sustainable, one-of-a-kind packaging starts by contacting us here.