Budweiser Brewing Group has launched a new premium variety of Stella Artois lager called Stella Artois Unfiltered.

According to the supplier, the unfiltered lager category is an untapped market in the UK, despite being popular in Europe.

The new variety will be available to convenience and wholesale from April, following an exclusive launch this week in Asda.

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“With unfiltered lager taking Europe by storm and hazy beer becoming hugely popular in the craft segment, we are looking forward to bringing something new to the world lager category,” said Mark Wingfield Digby, off-trade sales director at Budweiser Brewing Group. “Stella Artois Unfiltered provides retailers with an innovative product and super-premium, fully recyclable paperboard packaging.

“Stella Artois is the ideal brand to grow the unfiltered category in the UK with the lager becoming synonymous with taste and quality. We are thrilled to be launching Stella Artois Unfiltered to the UK market and are confident it will prove a success up and down the country.”

Budweiser will support the new launch with a marketing campaign beginning in May. It says this campaign will have the “biggest spend of any alcohol innovation since 2017”.

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