La Nouvelle 4%
‘Ask anyone and they’ll probably say that they’d love to have been in their twenties in the 1960s. Even now, it’s cool. There is stuff that happened then, and stuff that was designed and created then, that is just cool. The furniture still looks modern now, the cars are beautiful, everything looks beautiful. There was a certain innocence, but it’s when the world changed.’ As John Cherry, a creative at advertising agency Mother in London suggests, the 1960s contained a certain aura of style and sophistication that remains highly desirable today. So when Stella Artois was launching its new 4% variant in 2009, they looked to the decade for inspiration.