An InBev spokeswoman said the brewer's decision to review the brand had led to Lowe's resignation. The review aims to 'ensure continued future growth' of the brand, she added.
The brewer's recent decision to appoint Mother to handle the UK launch of Stella Artois 4% variant contributed to the fallout with the agency.
According to sources, the brand is considering ending its rural continental-themed advertising. The same sources also claim that InBev wants to take the brand in a fresh direction to counter its association with binge-drinking. The connection has proved hugely damaging to the Stella Artois brand as concern over alcohol abuse has grown.
InBev has made several changes to its UK and global marketing teams over the past year. Andreas Hilger, the InBev UK marketing director, joined from its German operation in March, replacing Devin Kelly, who has returned to the US.
Chris Burggraeve joined from Coca-Cola last November as chief marketing officer on the executive management board.
Stella Artois recently ended its 30-year sponsorship of the Queen's Club tennis tournament and is seeking an arts-based tie-up to boost its premium credentials. This summer it is sponsoring airship flights over London.
The UK is the biggest market for the brand, which had grocery sales of £518m in 2007, according to Nielsen.
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