New spin for Stella Artois

Belgian brewer Interbrew is setting up a record label called Stella Artois Music to lure younger drinkers to the beer of the same name.

The new business will scout local music talent and bring out at least three records this year, Interbrew said.

Interbrew and competitors such as Heineken are tapping into the popularity of pop, dance, rap and rock music among young consumers to lift sales and tackle poor growth in in the US and Europe.