In an unprecedented move, Stella Artois, an Anheuser-Busch brand, is releasing its first limited-edition seasonal beer. Dubbed Midnight Lager, the brew will be unveiled to the public on Halloween night in Sleepy Hollow, New York.
Tying together the Halloween theme, free pours of Midnight Lager will be available between the hours of 6 p.m. and 9 p.m. at J.P. Doyle’s or The Hudson Anchor, both located in Sleepy Hollow. Additionally, pours will also be available at several other establishments in America’s most haunted town throughout the evening.
“Stella Artois was originally brewed as a holiday gift for the town of Leuven, Belgium, so the holidays are a very special time for us. We always keep the consumer first, and we know that consumers look for new flavors this time of year, so this year we wanted to introduce this innovation and give the gift of Midnight Lager to our consumers,” says Lara Krug, VP/Stella Artois.
After the initial launch, Midnight Lager will begin hitting shelves nationwide on November 4, the company notes, and is designed to pair with a plethora of decadent holiday meals.
According to Krug, the beer contains subtle notes of dark chocolate and freshly brewed espresso, but is light-bodied with a crisp, dry finish. It is 5.4% alcohol by volume (ABV).
“It’s perfect for pairing with rich meats like pork roast, brisket, or grilled steak, as well as root vegetables and even sweet, nutty cheeses, like fresh goat or gouda. If you’re looking for a sweeter ending, Midnight Lager also pairs nicely with decadent chocolate desserts,” she explains.
Stella Artois has also upped the ante on the packaging for Midnight Lager, creating a look that was inspired by the night sky, says the company. Wrapped in elevated, elegant black and gold packaging, Krug says she believes the distinctive look will resonate with fans of the brand.
“The bold black and gold packaging is distinctive and different from our standard Stella Artois packaging. It captures the elegance and sophistication of the holiday season and mirrors the brew’s deep chocolate-brown color,” she says.
But, says Krug, while the new flavor profile and the new look are something consumers can be excited about, she hopes the seasonal release does a little something more, including make lasting memories around the holiday table.
“We’re all about creating those special moments worth making during the holiday season, and we expect this limited edition offering to help do just that – giving consumers a reason to enjoy a delicious beer together and making holiday memories large and small,” she says.