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Stella Artois(R) Cinematic Website Attracts Huge Increase in Visits
Nov 05, 2007 (10:11 AM EST)

LEUVEN, Belgium, Nov. 5 /PRNewswire/ -- Just one month after unveiling its new global website, Stella Artois, the Gold Standard European lager which traces its roots back to 1366, announced that its new site is attracting more than twenty times more unique users per day than before the re-launch. The award-winning site can be found at

"We're really pleased with the reception that the new site is getting," said Frank Abenante, Vice President of Global Brands at InBev. "We knew that the Internet was the right way for us to connect with beer lovers around the world and the proof is certainly in the numbers. We called a drink for the eyes and people certainly seem to be thirsty for more."

Both the mainstream media community as well as the social media internet community have broadly praised the website, developed by Lowe Worldwide under the direction of the Global Stella Artois brand team, and it has been awarded 'Site of the Week' status by the FWA.

"The interesting thing is that people are also staying on our site much longer than industry average estimates of 45 seconds," said Neil Gannon, Global Marketing Manager for Stella Artois. "In fact, the main site attracts a viewing time of four minutes, with many people watching the short La Bouteille film, which also serves as the navigation for the site, for well over five minutes. And 30% of visits to our site are through word of mouth, rather than search engines, which is a really nice compliment,"

Reader reactions on industry blog Ads of the World (which advised readers to put aside at least half an hour to view the site) included "Wonderful! Engaging and entertaining", whilst "Captivating, original and exciting" was the reaction from Welcome to the Future whose readers gave the site 4.8 out of 5.0. Contagious Magazine called the site an "online epic", whilst Clare Beale, Editor of industry publication Campaign magazine and contributor to The Independent newspaper in the United Kingdom, called the website "cunning" and "with an entertainment value that means that viewers will spend time on the site and return for more."

Activity around the site continues in order to increase the relevance and reach of the content. Russian, Ukrainian and Spanish versions of the website will be launched this week, with more languages to be added over the next few months. As well as outdoor advertising which included trailers for the site being shown in Times Square in New York City on the day of the launch, further 'spectacular' advertising is being placed on building wraparounds in New York, at Broadway and 30th Street, and in Los Angeles, in the "Cahuenga Corridor" area of Hollywood, until the end of the year.

About Stella Artois

Stella Artois, a brand of 'Supreme quality and worth', is one of InBev's global brands. It sold 10 million hl in 2006 and is the fifth largest international beer in the world excluding domestic sales. With roots tracing back to the Den Horen brewing enterprise in 1366, in the Belgian city of Leuven, it is now available in over 80 countries. For further information, visit

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CONTACT: Kate Fairclough, James Ward or Hannah Robbins, all of MS&L, +44 878 3000, Press Office, +44 207 878 3258,, for Stella Artois

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