Stella Artois, The World's Most Popular Belgian Beer, Debuts in Denver; Denver Selected as First City in The Rockies for Distribution of Stella Artois

Apr 25, 2001, 01:00 ET from Labatt USA

    DENVER, April 25 /PRNewswire Interactive News Release/ -- The best-selling
 Belgian beer in the world, Stella Artois, officially debuts in Denver this
 month.  Denver will become the first U.S. city in the Rockies to welcome the
 distinctive European lager.  Brewed at a 13th Century Belgian brewery and
 imported by specialty beer company, Labatt USA, the premium lager Stella
 Artois is being offered at select bars, restaurants and retail locations
 throughout the area.
     Filip Wouters, a Leuven, Belgium native and Labatt USA Belgian brand
 manager said the Denver market is an excellent match for Stella Artois, given
 the local appreciation for imports and the higher-than-average consumption of
 specialty beers.  "The European import beer category is growing in Denver and
 early initial sales of Stella Artois indicate the brand will be embraced
 enthusiastically," said Wouters.  "Consumers here enjoy quality brews and will
 appreciate the special pouring and serving techniques of the Belgian beers."
     Brewed twice as long as most other beers, Stella Artois has a distinctive,
 rich taste with a crisp, hoppy finish and golden color.  As with most Belgian
 beers, Stella Artois has its own unique glassware designed to highlight the
 brand's special flavor, ensure the head foams perfectly and preserve the
 aroma.
     Western Division Belgian Brand Manager, Kimberly Benson said early
 response to Stella Artois in Denver during the pre-launch phase has been
 pleasing.  "Beer-lovers are responding very positively to Stella Artois,"
 noted Benson.  "Denver has a high concentration of on-premise locations and
 this is where Belgian beers can really shine.  People enjoy seeing the beers
 paid tribute to with the proper glassware and pouring methods; there's a real
 heritage and authenticity about this that adds to the whole beer-drinking
 experience."
     Stella Artois is available on tap at select restaurants and bars in the
 Denver metro area including Celtic Tavern, Cherry Cricket, Goose Town Pub,
 Maggiano's, My Brother's Bar, Pint's Pub, Streets of London and Zenith.  It
 also is available in Crown Pub, Fort Collins.  Retail outlets include
 Applejack, Argonaut, Boulder Liquormart, Chamber's Wine & Spirits, Heritage
 Liquors and Lucas Liquors.
     The Stella Artois introduction in the Denver market comes at a time when
 interest in Belgium and its beers is growing rapidly among American consumers.
 A country once known primarily for its chocolates and waffles, Americans are
 now discovering the real secret of Belgium -- its beers.  Long recognized as a
 beer-lovers paradise, the tiny country of Belgium brews hundreds of different
 brands of beer, many of which are exported to the U.S.  The country's cuisine
 is also receiving attention; last year in New York for the first time, the
 number of Belgian-style restaurants exceeded the number of British-themed
 restaurants.  This trend is finding its way across the U.S. with Belgian-style
 cafes popping up in Washington, D.C., Atlanta, Dallas, Houston and San
 Francisco.
     With a history that spans seven centuries, Stella Artois has become the
 classic European lager.  Tax records from the university town of Leuven
 indicate that the brewery's origin dates back as far as 1366.  Still brewed in
 the town of Leuven, today Stella Artois is available in more than 60 countries
 and is the world's best selling Belgian lager.  In the United Kingdom, where
 Stella Artois outsells Pepsi, the golden lager is the number one beer brand.
     Stella Artois is imported to the U.S. from Belgium by Labatt USA, based in
 Norwalk, Conn.  The company also imports three other Belgian beers: Belle-Vue,
 a traditional fruit Lambic beer brand, Leffe Blonde, an authentic abbey ale,
 and Hoegaarden, the original white beer.  In addition, Labatt USA imports and
 brews an array of specialty beers including Boddingtons Pub Ale Draught,
 Rolling Rock, Dos Equis, Tecate and Labatt Blue.  Labatt USA is a joint
 venture of Labatt Brewing Co. Ltd., Canada, which is a wholly owned subsidiary
 of Interbrew S.A. of Belgium and of FEMSA Cerveza S.A. de C.V. of Mexico,
 owner of Cerveceria Cuauhtemoc Moctezuma.
 
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SOURCE Labatt USA
    DENVER, April 25 /PRNewswire Interactive News Release/ -- The best-selling
 Belgian beer in the world, Stella Artois, officially debuts in Denver this
 month.  Denver will become the first U.S. city in the Rockies to welcome the
 distinctive European lager.  Brewed at a 13th Century Belgian brewery and
 imported by specialty beer company, Labatt USA, the premium lager Stella
 Artois is being offered at select bars, restaurants and retail locations
 throughout the area.
     Filip Wouters, a Leuven, Belgium native and Labatt USA Belgian brand
 manager said the Denver market is an excellent match for Stella Artois, given
 the local appreciation for imports and the higher-than-average consumption of
 specialty beers.  "The European import beer category is growing in Denver and
 early initial sales of Stella Artois indicate the brand will be embraced
 enthusiastically," said Wouters.  "Consumers here enjoy quality brews and will
 appreciate the special pouring and serving techniques of the Belgian beers."
     Brewed twice as long as most other beers, Stella Artois has a distinctive,
 rich taste with a crisp, hoppy finish and golden color.  As with most Belgian
 beers, Stella Artois has its own unique glassware designed to highlight the
 brand's special flavor, ensure the head foams perfectly and preserve the
 aroma.
     Western Division Belgian Brand Manager, Kimberly Benson said early
 response to Stella Artois in Denver during the pre-launch phase has been
 pleasing.  "Beer-lovers are responding very positively to Stella Artois,"
 noted Benson.  "Denver has a high concentration of on-premise locations and
 this is where Belgian beers can really shine.  People enjoy seeing the beers
 paid tribute to with the proper glassware and pouring methods; there's a real
 heritage and authenticity about this that adds to the whole beer-drinking
 experience."
     Stella Artois is available on tap at select restaurants and bars in the
 Denver metro area including Celtic Tavern, Cherry Cricket, Goose Town Pub,
 Maggiano's, My Brother's Bar, Pint's Pub, Streets of London and Zenith.  It
 also is available in Crown Pub, Fort Collins.  Retail outlets include
 Applejack, Argonaut, Boulder Liquormart, Chamber's Wine & Spirits, Heritage
 Liquors and Lucas Liquors.
     The Stella Artois introduction in the Denver market comes at a time when
 interest in Belgium and its beers is growing rapidly among American consumers.
 A country once known primarily for its chocolates and waffles, Americans are
 now discovering the real secret of Belgium -- its beers.  Long recognized as a
 beer-lovers paradise, the tiny country of Belgium brews hundreds of different
 brands of beer, many of which are exported to the U.S.  The country's cuisine
 is also receiving attention; last year in New York for the first time, the
 number of Belgian-style restaurants exceeded the number of British-themed
 restaurants.  This trend is finding its way across the U.S. with Belgian-style
 cafes popping up in Washington, D.C., Atlanta, Dallas, Houston and San
 Francisco.
     With a history that spans seven centuries, Stella Artois has become the
 classic European lager.  Tax records from the university town of Leuven
 indicate that the brewery's origin dates back as far as 1366.  Still brewed in
 the town of Leuven, today Stella Artois is available in more than 60 countries
 and is the world's best selling Belgian lager.  In the United Kingdom, where
 Stella Artois outsells Pepsi, the golden lager is the number one beer brand.
     Stella Artois is imported to the U.S. from Belgium by Labatt USA, based in
 Norwalk, Conn.  The company also imports three other Belgian beers: Belle-Vue,
 a traditional fruit Lambic beer brand, Leffe Blonde, an authentic abbey ale,
 and Hoegaarden, the original white beer.  In addition, Labatt USA imports and
 brews an array of specialty beers including Boddingtons Pub Ale Draught,
 Rolling Rock, Dos Equis, Tecate and Labatt Blue.  Labatt USA is a joint
 venture of Labatt Brewing Co. Ltd., Canada, which is a wholly owned subsidiary
 of Interbrew S.A. of Belgium and of FEMSA Cerveza S.A. de C.V. of Mexico,
 owner of Cerveceria Cuauhtemoc Moctezuma.
 
                     MAKE YOUR OPINION COUNT -  Click Here
                http://tbutton.prnewswire.com/prn/11690X62881553
 
 SOURCE  Labatt USA