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SAB Miller turns to Inferno for premium beer brand St Stefanus positioning


By Stephen Lepitak, -

January 28, 2013 | 2 min read

SAB Miller Europe is promoting its premium beer brand St Stefanus through a number of point-of-sale assets, created by Inferno.

The London-based creative agency was appointed to the brief following a four-way-pitch to act as lead creative agency for St Stefanus and has developed off-trade POS, taste guides, giveaways and retail solutions, in order to achieve standout.

The beer dates back to 1295, brewed in a Belgian abbey by Augustinian monks, but is now licensed under SAB Miller.

Tim Doust, founding partner of Inferno described the opportunity to work with ‘the world’s second largest brewer’ as “fantastic’.”

He added: “Whilst St Stefanus is an ancient beer, it’s a small and emerging brand in most territories and we look forward to changing that. It’s a little gem in SAB Miller’s growing repertoire of interesting brands.”

Each bottle is accompanied by a unique bottle cap and will appear exclusively in 100 on-and-off trade sites across the UK, with the brand being rolled out across the US, France, Germany and Belgium, The Drum understands.


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