Stella Artois Conveniently Straddles Holidays With New Beer

, Stella Artois Conveniently Straddles Holidays With New Beer

Stella Artois new “Muli-Holiday” Release

It’s Stella Artois’ first holiday beer ever…But the truth is the brewery isn’t all that specific as too which holiday the new lager was brewed to celebrate.

Maybe that was Stella’s intention to begin with…

Stella Artois Midnight Lager is 5.4% ABV limited release that according to the brewery was “inspired by the midnight sky itself.”

Okay so a Halloween beer…no?

After all, it’s not winter sky, it’s “midnight sky” which sounds considerably more haunted.

And the fact that the brewer is debuting the beer in Sleepy Hollow, NY on Halloween seems to underscore the point…

, Stella Artois Conveniently Straddles Holidays With New Beer

He’ll have a Stella Artois

This from the press release

“Stella Artois will introduce a brand new limited-edition seasonal beer — Midnight Lager — on Halloween night in historic Sleepy Hollow, NY, most famous for tales of its ghostly rider. 

“As a nod to the local lore of the legend’s evening ride, Stella released a map of seven watering holes along a spooky route to offer visitors a first taste on Halloween – before you can get it nationwide.”

Wait a minute, if Stella Artois’ Midnight Lager is a making this big debut in a Hudson Valley village made famous by the Headless Horseman’s arrival, it stands to reason that the company is messaging that this is a Halloween beer…right?

But in that same press release the company notes that this “holiday beer” isn’t actually available until four days after Halloween… so clearly it isn’t.

Or maybe Stella Artois’ corporate publicist thought, “Why limit ourselves? We’ve got lots of holidays coming up. Why not market Midnight Lager as a generic “Holiday Beer” that we can debut in scary old Sleepy Hollow, put on the table at Thanksgiving and under the Christmas tree in December?”

Give that person a raise!

We should have been tipped off by the Midnight Lager announcement which came with a picture of the beer next to a poinsettia!  If it was truly a Halloween beer it should have been in a graveyard…just sayin’.

But Lara Krug, VP, Stella Artois was shrewdly “holiday non-committal” about the matter…

“Stella Artois was originally brewed as a holiday gift for the town of Leuven in Belgium, so we know a thing or two about the holiday season and wanted to give a new gift to our consumers.”

“The rich taste of Stella Artois Midnight Lager along with the deep, warm notes perfectly complements the cold crisp weather and will be the brew worth toasting with this holiday season. We’re excited to kick off our holiday spirit a little early this year on Halloween in Sleepy Hollow!”

So whatever holiday you want to celebrate Stella’s first-ever holiday beer is evidently the way to go…Midnight Lager will be hitting shelves nationwide beginning November 4.

Not sure if it’s gonna be around for the New Year celebrations, but if it is, that should work too.

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Banner image credit: Stella Artois

Headless horseman image: California Costumes

Homepage image credit: Tim Burton’s Sleepy Hollow

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