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Furthermore, Stella Artois gained its reputation as a "European premium lager" beer which enjoyed a high "corporate valuation and price earnings (P/E) multiple" (Beamish, 284). On the other hand, the foreign sounding of "Stella Artois" may dissuade potential consumers because of hard pronunciation, or customers' perceptions of the home country of the product.
3. Interbrew's development strategies on specific cities reflect several advantages. It allows Interbrew to closely train bars staff and retailers and educate them about the special brewing tradition, quality and culture of distributed premium beers such as Stella in order to create stronger advocates then acquire consumers brand loyalty...
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