As a responsible brewer we are concerned about what our customers think about our product. Therefore we invest time in our customers - listening to what they want, what they like and what they think about Stella Artois.

As the UK's leading premium lager brand Stella Artois is the subject of many conversations. Within these conversations we know there is occasionally information exchanged which is inaccurate. So, we offer you the opportunity to get the truth, and to set the record straight about a product that we are immensely proud of.

If you've come across other information or rumours about Stella Artois that you would like our perspective on, then share it with us by leaving a comment below or using the contact form. We can’t promise to answer every question individually, but we will try to address as many of your comments and questions as we can.

1. Stella Artois causes worse hangovers than other premium lagers

Stella Artois does not cause worse hangovers than other premium lagers. Drinking alcohol to excess does.

The reality is that a pint of Stella Artois is only marginally stronger than other premium lagers; it has less than 0.2% higher ABV. The extra alcohol in a pint of Stella Artois is equal to two teaspoons of Kronenbourg 1664. Or to put it another way, you would have to drink the equivalent 50 pints of Kronenbourg 1664 to drink the equivalent of one extra pint of Stella Artois.

We want our customers to enjoy Stella Artois, but to drink it in a responsible way that doesn’t jeopardize their health or safety.

2. Stella Artois causes anti-social behaviour

Pinning the blame for a person's behaviour on Stella Artois is unacceptable. Stella Artois is an alcoholic beverage, and like all alcoholic beverages, excessive consumption of it will affect a person's judgement and behaviour. But the individual is responsible for how much they consume, and how they behave as a consequence. Blame the drinker, not the drink.

Having said this, we take the issue of anti-social behaviour very seriously and recognise we share a responsibility with the rest of the industry to address the issue.

We are active members of the Portman Group and supporters of the Drinkaware Trust. We are also working in partnership with the Scottish Government, and with AIM (Alcohol In Moderation) in the UK. Working with these organisations and through our own company initiatives we will maintain a commitment to address the issue.

3. Stella Artois is stronger and gets me drunk quicker

The only ingredient in Stella Artois that causes drunkenness is alcohol. Fact. Our liquid has more alcohol than some lagers, but it has less than many others. But among other premium lagers the difference in alcohol content of Stella Artois is negligible – around 0.2% more compared with other brands in the category.

Like any alcoholic beverage, our beer is intended to be savoured and consumed in moderation.

Stella Artois is an authentic Belgian lager with heritage stretching over six centuries. Our brewmasters have perfected it, as a winemaker would, to be savoured, not drunk to excess.

We have been developing initiatives to improve the drinking experience and encourage consumers to savour the product, rather than consume lots of it quickly. The introduction of the chalice glass in one example.

4. Is Stella Artois still "reassuringly expensive?"

Independent research verifies that:

• Stella Artois attracts the largest market share of premium lager drinkers. (Alcovision). We attract discerning customers and are proud to have built those relationships
• Stella Artois is the brand most consumers would still consider is "worth paying more for". This score has actually increased from 23% to 34% over the past year.

We want to continue to grow our brand reputation and address the issues associated with it. That is why we are investing substantially in 2008 in new fonts, glassware and advertising, while also making sure that Stella Artois itself remains a premium quality product.

5. Stella Artois is cheaper than other brands

We describe Stella Artois as "reassuringly expensive" because it reflects the care and investment we make in brewing and production of the lager. However, it is against the law for us to set prices for our brands. Retailers set the prices.

Stella Artois commands a higher premium than other premium lagers and an even higher premium than standard lagers. Stella Artois is more expensive on a per litre basis than Kronenbourg 1664 and Grolsh (AC Nielsen, 2007).

Ironically big retailers use Stella Artois as a discounted footfall driver precisely because it is a high value brand that attracts people to their stores. This is beyond our control, but we welcome efforts by the government and industry to address it.