Stella – Stella!
Stella – Stella! Stella Artois!
By John Dunham, wine & spirits columnist
How many times have you heard this primal scream from Elia Kazan’s A Streetcar Named Desire, 1952 (from the Tennessee Williams play)? The movie featured Marlon Brando as Stanley Kowalski yelling for his wife Stella (Kim Hunter). I can imagine Stanley going to a bar and ordering a cold beer, can’t you?
Today’s feature is about another Stella, not a beleaguered wife but a delicious and popular brew from Stella Artois delivered in your favorite bar in a new and novel way (the NOVA) that will have beer lovers screaming for Stella (Artois). The self-contained unit called the Stella Artois Nova, is a compact countertop dispenser targeted to bars and restaurants. The Nova uses a special 12-litre glass bottle to dispense about 32 12-ounce servings of Stella without having to utilize the bar’s tap system. The NOVA was developed as a solution for smaller, more intimate bars and restaurants that wish to serve proper draught beer without investing in a full-scale tap systems. The NOVA name symbolizes the brightening of a star as a nod to Stella, which means “star” in Latin. Hopefully the NOVA will become a star in bars throughout the country.
The beverage alcohol industry is a very dynamic one, with fierce competition between product categories (beer, spirits and wine) as well as brands. This is particularly evident in the malt beverage industry. Where there were once only a handful of brands competing for a limited number of taps behind the bar, now there are thousands. Imports, regional brews, craft brews and even ciders now compete with the major national brands in nearly every restaurant, bar and tavern in the country. The number of taps behind the bar is still limited by physical space, and it is increasingly difficult for brands to generate enough sales to keep hold of this valuable real estate. Anheuser-Busch Inbev, the world’s largest brewery has come up with a novel way for bars to offer its flagship Stella Artois, Belgian pilsner beer n more bars, particularly those that may not have large and sophisticated tap systems.
Editors were able to use the NOVA during the press event and sample the Stella fresh out of the system. The beer was served at a perfect temperature, and the NOVA was easy to use and produced a good draft pour with just enough pressure and carbonation. And even with a crowd of reporters clamoring for seconds – and even thirds – the NOVA kept pouring and pouring without having to be changed often,
The NOVA was designed by acclaimed New York City architect and designer, Marc Thorpe a Parsons School of Design graduate and professor who founded Marc Thorpe Design (MTD) in 2005. The unit itself is clean and compact and is produced in a gleaming white plastic,
Also at the event were beautiful beer glasses presented to the editors, with their names personally engraved. Swaravoski elements make the goblet sparkle, fit for a King or Queen. he brand pauses to honor its holiday origins, and to honor the fans that have made Stella Artois the world’s best-selling Belgian beer. This year, that commemoration has taken the form of a limited-edition Crystal Chalice, designed by Stella Artois and adorned with Swarovski elements.
Editor’s Note: I couldn’t help showing off the “advicesisters” goblet! This would make a very luxurious gift for a beer drinker, especially a Stella Artois fan!
Stella Artois® is part of a Belgian brewing tradition dating back to 1366. Stella Artois® is a bottom filtered, blonde pilsner. It is thirst quenching with a malty middle and crisp finish delivering a full flavor and a hint of bitterness. Stella Artois® is best enjoyed served between 3 and 5 degree Celsius. Visit www.stellaartois.com for more information.