NEW YORK — Stella Artois, reflecting a Belgian brewing tradition dating back to 1366, today introduced Stella Artois NOVA, a stylish and design-driven innovation in draught beer. Stella Artois NOVA is an all-in-one, refrigerating countertop draught unit, created by Stella Artois in partnership with acclaimed industrial designer Marc Thorpe. The unit was developed for more intimate bars, lounges and restaurants that wish to serve draught beer but do not have the space or capability to install full-scale draught systems. Stella Artois NOVA now makes this possible thanks to its unique, break-through draught technology.
Stella Artois NOVA is the result of a year-long multinational design partnership between Stella Artois and Marc Thorpe, the acclaimed New York-based designer who has earned global accolades for achievements in industrial and architectural design.
NYC event marks launch of unique draught innovation
“Building on more than six centuries of brewing heritage, its unique pouring ritual and dedicated chalice glass, Stella Artois has a long- standing tradition as a high quality draught beer. Now, thanks to Stella Artois NOVA, we are bringing this experience closer to fans of the brand in high end bars and restaurants that currently don’t have the opportunity to offer Stella Artois on draught,” said Ricardo Marques, vice president, Stella Artois. “We are very excited with the design direction Marc Thorpe crafted for Stella Artois NOVA: it’s not only groundbreaking but it goes further to embody the values, personality and quality of our brand.”
“Stella Artois has set the bar for the highest standards in beer production with a heritage that dates back hundreds of years. Over those years, the brand has built a culture around its identity reflecting timeless beauty, innovation, artistry, refined craftsmanship and a commitment to quality,” said Marc Thorpe. “The vision of this project was to design a best in class draught experience to be shared at bars and restaurants that did not previously have this capability. Stella Artois NOVA brings a new draught experience that celebrates the essence of this culture by bringing the standards, technology and rituals of Stella Artois to life.”
Business owners can find more information about Stella Artois NOVA availability directly with their local Anheuser-Busch wholesaler.
The official launch of Stella Artois NOVA took place at Gallery R’Pure in New York City, hosted by Stella Artois and designer Marc Thorpe. The gallery setting allowed Stella Artois to celebrate the high design and artistry that went into the creation of Stella Artois NOVA.
Unique, break-through draught technology: the ideal solution for more intimate venues
Stella Artois NOVA features Bottle in Bottle technology and offers an all-in-one “plug and pour” solution in-system, featuring electric components, a cooler, compressor and bottles, contained within a single countertop unit. There is no draught system installation required, making it the ideal solution to provide fresh draught beer for bars and restaurants that do not have the space or capability to install a full draught system. Stella Artois NOVA represents the next generation of countertop draught devices, featuring a disposable bottle made of recyclable materials. The bottle cuts down on the waste and space requirements of traditional metal bottles, as well as a high-performance refrigeration system that can cool the bottle in four hours.
Stella Artois has long championed the perfect pour. Each year, for example, the brand holds World Draught Master competitions to showcase experts in the Stella Artois 9-Step Pouring Ritual. At every point, the brand takes care to ensure that consumers experience Stella Artois in its finest form, a practice that reflects the brand’s six hundred year heritage. In Belgium, it is traditional for beers to be served in proprietary glasses; the iconic Stella Artois Chalice is shaped to highlight the beer’s unique flavor profile.
About Stella Artois
Stella Artois® is part of a Belgian brewing tradition dating back to 1366. It is the No. 1 Belgian beer in the world and is present in 95 countries. 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 37 and 41 degrees Fahrenheit and should be served in the unique Stella Artois® Chalice according to the 9-Step Pouring Ritual to guarantee a perfect experience of this gold standard lager. Visit www.stellaartois.com for more information.