We don't drink Stella Artois because of the fancy glass. We don't drink Stella Artois because of the can based on the fancy glass. We certainly don't drink Stella Artois because of profoundly embarrassing commercials starring Adrien Brody. We don't even really know what "She is a thing of beauty" means, in the context of imported beers.
We drink Stella Artois because, and only because, it is reassuringly expensive. That is its niche. It can be drunk in a bar without disaster. It can be served at a party without embarrassment.
They used to know this. That was the ad campaign--that Stella was reassuringly expensive. Those exact words. We chuckled, we nodded, sometimes we bought more. It was brilliant.
But now...it's like we've never even met.