After reading the history of Stella Artois, it’s implied that they used Licensing to promote their international business. .1366, the date [Stella Artois] brewing roots trace back to. It was then the Den Hoorn brewery was first established in Leuven, Belgium. A world-renowned brewing institution, Den Hoorn laid the foundation for the quality, taste and standard Stella Artois is known for today. . In 1708, Sebastian Artois became the master brewer at Den Hoorn. And only nine years later, such was his commitment, he was able to buy the brewery, putting his last name on it and eventually on every bottle of Stella Artois around the world.
“Stella Artois.” Stella Age Gate. N.p., n.d. Web. 28 July 2014
Licencing: a company or individual provides the foreign partner with the necessary means (patented technology, copyright, process, trademark, etc.) to manufacture and sell its products in the target country for an annual license fee. -Julian E. Gaspar Introduction to Global Business 1st Edition