Stella Artois Gluten Free has been certified by Coeliac UK and will be placed outside traditional supermarket alcohol aisles in a 4 x 330ml bottle format, before being rolled out wider in the autumn.

Alexis Berger, marketing director for Stella Artois Europe said: “Consumers will enjoy more options as the UK’s number one selling alcohol brand will be available in a delicious, gluten-free variant. Customers will also benefit from the newly-created product offering within the gluten-free premium lager category, driving sales and increasing footfall.”

In 2017, 54% of UK households purchased at least one ‘free from’ product according to data published by AB InBev, and households with consumers under 45 years of age were 20% more likely to buy from the range.