Stella Artois Nobilis
Posted: Tue Feb 13, 2007 12:45 am
This afternoon I attended a market research beer tasting at the Gooderham House (stunningly gorgeous place, by the way) on Jarvis. It was concerning a prototype beer called Stella Artois Nobilis. It's supposed to be an upscale beer intended more for special occasions - sort of a substitute for champagne or wine or other liquors that have that market cornered. It was described as a 7.2% golden lager with a refreshing citrus element, and would be sold in 750 ml or 1.5 L (I think) bottles. The proposed price for the 750 ml bottle at bars, pubs and restaurants would be $18.95, and at the LCBO $9.95.
Upon tasting it however, I was quite disappointed. I will say that it had a very "elegant" taste, which is to say very, very smooth with an almost refreshing aftertaste, but frustratingly bland and unmemorable. At that price a beer needs to have a "wow" factor, and Nobilis doesn't even come close. Unless they change the recipe to make it more flavourful, I don't see this venture working, especially when even at the LCBO there are a number of much tastier beers available for a smaller cost.
Upon tasting it however, I was quite disappointed. I will say that it had a very "elegant" taste, which is to say very, very smooth with an almost refreshing aftertaste, but frustratingly bland and unmemorable. At that price a beer needs to have a "wow" factor, and Nobilis doesn't even come close. Unless they change the recipe to make it more flavourful, I don't see this venture working, especially when even at the LCBO there are a number of much tastier beers available for a smaller cost.
