# Spooky Black Lagers Midnight Lager is Stella Artois' First Limited-Edition Holiday Beer By Laura McQuarrie | Published 2019-10-17 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/midnight-lager References: [prnewswire](https://www.prnewswire.com/news-releases/stella-artois-announces-its-first-ever-limited-edition-holiday-beer-called-midnight-lager-and-its-dark-delicious-and-perfect-for-festive-season-300940576.html) & [stellaartois](http://www.stellaartois.com/) For the first time ever, [Stella Artois](https://www.trendhunter.com/trends/chocolate-chalices) is releasing a [limited-edition holiday beer](https://www.trendhunter.com/trends/schlafly-christmas-ale) called [Midnight Lager](https://www.trendhunter.com/trends/decadent-chocolate-porter) just in time for Halloween. The black lager boasts a deep color and equally dark notes of Belgian dark chocolate and freshly brewed espresso. The 5.4% ABV lager also boasts an elegant black and gold new look. The name of the beer was inspired by the legendary headless rider of Sleepy Hollow and as a tie-in, Stella Artois created a map of seven bars where it is offering a first taste of Midnight Lager, and some locations are offering the experience for free. The first-ever holiday beer from the brand calls back to its origins, as Stella Artois was originally brewed as a holiday gift for the town of Leuven in Belgium. ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 18% | Activity: 35% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Key Themes Behind This Trend - **Holiday-themed Beers:** Opportunity for breweries to release limited-edition holiday-themed beers that attract customers during the festive season. - **Dark and Bold Flavors:** As consumers become more adventurous in their taste preferences, there is an opportunity for breweries to create unique, bold, and flavorful beers that stand out in the market. - **Experiential Marketing:** Through events and promotions, breweries can enhance brand loyalty by offering unique and memorable experiences to their customers. ### Where This Applies - **Breweries:** Breweries can capitalize on the trend of releasing limited-edition holiday-themed beers with unique flavors to attract customers. - **Craft Beer:** Craft breweries can explore the opportunity of creating niche flavors and experimental brews to stand out in the market and appeal to consumers who are looking for unique beer options. - **Marketing and Advertising:** Marketing and advertising firms can work with breweries to create experiential campaigns and events that entice customers to engage with the brand on a deeper level. ## Related on Trend Hunter - [Indulgent Holiday Stouts](https://www.trendhunter.com/trends/stone-xocoveza-tres-leches.md) - [Beer Glass-Themed Chocolates](https://www.trendhunter.com/trends/chocolate-chalices.md) - [Premium Unfiltered Lagers](https://www.trendhunter.com/trends/stella-artois-unfiltered.md) - [Wickedly Dark Hard Seltzers](https://www.trendhunter.com/trends/truly-midnight-hard-seltzer-i.md) - [Low-ABV Dark Lagers](https://www.trendhunter.com/trends/lowabv-dark-lager.md) - [Festive Coffee-Inspired Stouts](https://www.trendhunter.com/trends/gingerbread-stout-latte.md) - [Christmas Beer Releases](https://www.trendhunter.com/trends/jolly-saint-nico.md) - [Festive Mojito Lagers](https://www.trendhunter.com/trends/spicy-boi.md) - [Delectable Dark Lagers](https://www.trendhunter.com/trends/dark-lagers.md)