Consumers given chance to win personalised Stella Artois Chalice Back to news

13th June 2013

– On pack promotion to run as part of campaign to promote the superior beer experience-

11th June 2013 –Stella Artois, the UK’s leading premium beer brand, is offering consumers across the UK the chance to be the proud owner of their very own personalised Chalice with a new on-pack promotion.  The promotion, to win an engraved Chalice, will run on over 3 million packs* this summer and aims to allow consumers to enjoy the premium Stella Artois experience in their own homes.

The special packs will be available until July in major multiples, convenience stores, independents and wholesalers and each will contain a unique code. Consumers will be directed online to enter the Stella Artois Vault to take part in an interactive experience to win and tailor their very own iconic Chalice with a personalised, engraved message.

The promotion forms part of Stella Artois’ focus on delivering a superior beer experience across both the on-trade and off-trade through its pouring ritual. A perfectly poured Stella Artois should be served in the Chalice, specially designed to keep the beer cooler for longer through the stem design, and carefully crafted curves which promote better head retention.

The promotion will be supported through outdoor and digital advertising, as well as through the Stella Artois’ social media channels. Retailers will also be provided with dedicated point of sale materials and in-store experiential events will take place in selected stores throughout the UK.

“We want to celebrate the Chalice, an iconic symbol of Stella Artois that helps provide a superior drinking experience. We want to share this with our discerning consumers, whether they’re enjoying a Stella Artois at home or out with friends” commented Phil Pick, marketing manager at Stella Artois. “We are committed to enhancing the experience of Stella Artois and this is signified by this promotional campaign investment.”

The Chalice promotion forms just one part of a range of activities that have been created to deliver a superior beer experience. As well as its advertising and extensive digital campaigns, Stella Artois will also be present at a series of prestigious events this summer. The Houses of Stella Artois, a collection of experiential bars, will demonstrate the premium beer brand’s pouring ritual to consumers at pinnacle sporting, food and film events through a unified strategy of sponsorship support.



For further information contact:

Paul McNicholl at Threepipe Communications

Tel: 0207 632 4800 Email:


Notes to Editors:

* Terms and conditions apply. Please see packs for further details. In total 50,000 Chalices will be available to win. Codes are redeemable until 9pm on Sunday 1st December 2013.


The promotion will be available on all formats, including bottles, cans and diverse pack sizes:

–          Stella Artois 4,8%   6 pack 284ml bottles

–          Stella Artois 4,8% 12 pack 284ml bottles

–          Stella Artois 4,8% 15 pack 284ml bottles

–          Stella Artois 4,8%   6 pack 440ml cans

–          Stella Artois 4,8% 10 pack 440ml cans

–          Stella Artois 4,8% 18 pack 440ml cans

About Anheuser-Busch InBev

Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). It is the leading global brewer, one of the world’s top five consumer products companies and recognized as first in the beverage industry on FORTUNE Magazine’s “World’s Most Admired” companies list. Beer, the original social network, has been bringing people together for thousands of years and our portfolio of well over 200 beer brands continues to forge strong connections with consumers. We invest the majority of our brand-building resources on our Focus Brands – those with the greatest growth potential such as global brands Budweiser®, Corona®, Stella Artois® and Beck’s®, alongside Leffe®, Hoegaarden®, Bud Light®, Skol®, Brahma®, Antarctica®, Quilmes®, Michelob Ultra®, Harbin®, Sedrin®, Klinskoye®, Sibirskaya Korona®, Chernigivske®, Hasseröder® and Jupiler®. Anheuser-Busch InBev’s dedication to heritage and quality originates from the Den Hoorn brewery in Leuven, Belgium dating back to 1366 and the pioneering spirit of the Anheuser & Co brewery, with origins in St. Louis, USA since 1852. Geographically diversified with a balanced exposure to developed and developing markets, Anheuser Busch InBev leverages the collective strengths of its approximately 150,000 employees based in 24 countries worldwide. In 2012, AB InBev realized 39.8 billion USD revenue. The company strives to be the Best Beer Company in a Better World. For more information, please visit:


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