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Interbrew UK is to encourage diners in upmarket restaurants to

drink Stella Artois, with the launch of a one-litre bottle to be sold

alongside wine and water.

The introduction of the wide-necked bottle, which will launch in July or

August costing around pounds 7-pounds 8 in restaurants, is part of

Interbrew's ongoing effort to position the brand as upmarket.

Figures from Taylor Nelson Sofres show that people drink more beer than

wine when eating out.

"People have been drinking beer with food for years, and often have beer

before wine in restaurants," said brand manager Kay Dodds. "But until

now, you couldn't share a bottle of beer because they aren't big

enough."

Stella Artois already sells a 66cl bottle, but Dodds said that is aimed

at one person, whereas the one-litre can be shared by two or four

people.

She said the idea is not to replace wine at dinner, but to "sit with

wine on the table", adding that the shape and look of the bottle had

been specially designed with restaurant dining in mind. Interbrew is

also bringing out ice buckets to sit on restaurant tables to keep the

beer cold.

Dodds said Stella wanted to position itself as the beer people drink

when they want "quality not quantity".

The one-litre Stella will also be available in supermarkets and selected

food pubs, but not in nightclubs, and only in some off-licences. In

supermarkets, Interbrew is lobbying for it to be located in the premium

chilled foods cabinets or the wine section.