Belgians protest over Stella Artois glass change

Belgian drinkers are up in arms about the decision to replace the traditional Stella Artois beer glass with a posh chalice in keeping with its premium image abroad.

Every beer in Belgium has to have its own distinctive bottle and its own special glass. No bartender would dream of serving a Maes pils in a Grimbergen glass. Which is why a storm has been brewing in bars across the land. "RIP the ribbed glass" ran the headline in De Standaard. "Belgian sorrow at loss of Stella’s ribbed glass," echoed a Dutch newspaper.

Anyone who wants to drink their Stella out of a ribbed glass, had better hurry up. AB InBev (the Leuven-based brewing giant) is taking the glass off the shelves and plans to serve the beer in future in an elegant chalice (like it already is in other countries).

Why would they do such a thing, drinkers are asking. It’s a long story, according to De Standaard. In 1988, Interbrew took Stella Artois and Jupiler under its wings. The brewers themselves were convinced that Stella had the most potential. The consumer went for Jupiler. And so the brewery went full steam ahead with Jupiler as the beer of the common people.

The opposite was true for Stella. The beer is successfully promoted abroad as a premium lager. A chalice would fit better with the desired image of Stella Artois as a more chic premium beer.

But it’s also about the taste, according to AB InBev researchers. Research has shown, a company spokesperson said, that the chalice offers the most positive experience when drinking a Stella.

Some beer drinkers are furious. A Facebook group has already been set up. "We want the Stella ribbed glasses to stay," they insist.

"One thing is for sure. The glass is essential when it comes to Belgian beer," insists Jean-Louis Van de Perre, of the Belgian Brewers’ Association. "It’s unique, in fact."

"Nowhere else in the world do you have a different glass for each beer. In other countries beer is served in an ordinary glass. At least we Belgians know how it should be done."