What were they thinking? How many of Stella Artois's core UK drinkers have enough French to get the association? For that matter, how many of them shop in Marks & Spencer? And yet, with its white can emblazoned in red and gold there can be no doubt of the market at which Etoile D'Or is pitched. Maybe they're after ABC1s who like the idea of the strong Belgian lager, but simply cannot be seen buying it, let alone serving it to guests.
Unlike Stella, which proudly proclaims that it contains only natural ingredients like maize, this adds ascorbic acid into the mix. For extra freshness, see? Mmmm... crisp.
I think the contract brewer has done quite a good job of this. It even has a whack of that corny-grainy taste that I used to enjoy in Belgian-made Stella but which seems to have vanished from the British-made variety we get nowadays.
However, it's still quite watery with an unpleasant chemical flavour. Perhaps with strongly-flavoured food it might just work as a barbecue beer but I've a nasty suspicion that bad hangovers wouldn't be far behind.
This can was liberated from my Dad's stash (he has a keen eye for crap lager) so I've no idea how much it costs. I'm just guessing, based on previous M&S experiences, that it's hideously overpriced.
At your own risk, people. Public service blogging ends.