Wednesday, September 19, 2007


An advertisement for Stella Artois included the phrase, "A family dedicated to brewing for six centuries." This claim is true only when read through beer goggles.

Artois is no longer a family-owned brand. But readers were likely to interpret the claim as 'one family of common ancestry had been involved in the brewing of Stella Artois for six centuries', the [Advertising Standards Authority] ruled.

It told InBev to remove the claim.

InBev said the advert's aim had been to emphasise the 'continuity of tradition and care' found in the Artois family of beers. It had not meant to suggest that one family of 'common ancestry' had brewed the beers for six centuries. [Link]

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