UK strength of Stella Artois was 5.2% and 4.8% from 2008 until 2020. According to Freddy Delvaux, former head of the in-house laboratory, the Belgian version was 33 IBU when he joined the lab in 1973, compared to just 20 IBU in 2014. Production Stella Artois is brewed in Belgium (in the plants at Leuven and Jupille) and the United Kingdom, as well as in other countries. Much of the beer exported from Europe is produced at InBev's brewery in Belgium, and packaged in the Beck's Brewery in Bremen, Germany. Stella Artois is also brewed for the Australian market by Lion. In the United States, Stella Artois is imported and distributed by Anheuser-Busch. For the Hungarian market, Stella Artois is brewed in Bőcs, Hungary, by Borsod Brewery, under licence from InBev. For the Canadian market is brewed by Labatt Brewery in Ontario, Canada. Stella Artois is available on draught and in several packaged sizes. Advertising United Kingdom Initially, brewers Whitbread launched Stella in the UK with advertisements featuring the slogan "Stella's for the fellas who take their lager strong". The images showed a Stella-monogrammed half-pint glass (due to its strength) – in one advertisement with a muscular 'glass arm' for a handle, in the other a glass sitting beside a torn-in-half telephone directory. This was the same creative unit which was involved, at the time, in Whitbread's launch of Trophy Bitter "The pint that thinks it's a quart". In the 1980s and 1990s, the Stella Artois advertising slogan in the United Kingdom was "Reassuringly Expensive". The UK television advertising campaigns became known for their distinctive style of imitating European cinema and their leitmotiv inspired by Giuseppe Verdi's La forza del destino. The campaigns began with a series of advertisements based on the 1986 French film Jean de Florette, directed by the British duo Anthea Benton and Vaughan Arnell, moving on to other genres, including war films, silent comedy and surrealism. They have used notable film directors such as Jonathan Glazer. Furthermore, the brand makes extensive use of the French language in its advertising campaigns, even though the beer brand originates from the monolingual Dutch-speaking city of Leuven. An example of this can be seen in the advertising campaign for Stella Artois Cidre, in which the tag-line "C'est cidre, not cider" is used, although this cider is produced in Zonhoven, which also lies in the Dutch-speaking Flemish Region. Stella Artois is