Young's pubs to axe Stella Artois

Young's has delisted InBev's Stella Artois from its estate of pubs, claiming that the brand fails to meet the standards of its premium strategy.

The brewer and pub owner plans to replace the lager with brands such as Heineken, Amstel and Pilsner Urquell.

An InBev spokesman accused Young's of 'trying to generate some publicity on the back of negotiations that didn't go their way'.

He claimed Stella Artois has a high proportion of upmarket drinkers. 'A mark of a premium product is the number of people that are willing to pay more for it. In Stella Artois' case that has risen to more than 34% of people, a rise of more than 10% in one year,' he added.

InBev has also sought to dispel rumours that it plans to drop the word Stella from the brand name to move to a more upmarket positioning.

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