Stella Artois Gluten Free will roll-out to the off-trade grocery market this August in packs of 4x330ml bottles before benefiting from a wider release in the autumn.
Brewed to the same standards as regular Stella Artois the drink will include identical ingredients save for the removal of gluten to earn accreditation by Coeliac UK, a charity dedicated to helping people lead gluten-free lives.
Alexis Berger, marketing director for Stella Artois Europe commented: “We’re incredibly excited to be entering the gluten-free beer category with Stella Artois Gluten Free, making the UK’s favourite beer brand more accessible to those who follow a gluten-free lifestyle.
“Consumers will enjoy more options as the UK’s number one selling alcohol brand will be available in a delicious, gluten-free variant. Customers will also benefit from the newly-created product offering within the gluten-free premium lager category, driving sales and increasing footfall.”
Stella Artois sense a growing market for ‘free from’ products, noting that 54% of UK households purchased at least one such product last year as it continues to innovate having thrived for over 600 years.