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Stella Artois to be Official Beer and Cidre of The Open Championship Back to news

31st January 2014

Premium beer and cider brand sign five year partnership

London, 31st January 2014 – Stella Artois is proud to announce its status as Official Beer and Cidre of The Open Championship to be held at Royal Liverpool in 2014.

Throughout its 154-year history, The Open has been renowned as a prestigious event which pays the utmost attention to detail and perfect delivery.  This makes Stella Artois, with its long heritage of craftsmanship, the perfect accompaniment for golf’s oldest Major, with fans set to enjoy perfectly poured Chalices of Stella Artois next to the finely cut greens of Royal Liverpool.

Stella Artois will be available at Royal Liverpool from 13th – 20th July 2014, with customised space for discerning golf fans to enjoy a superior beer and cider experience throughout the prestigious Championship.

Away from Royal Liverpool, Stella Artois’ sponsorship of The Open Championship will be supported with a fully integrated campaign including above the line, on-pack promotions and digital marketing.

Stella Artois supports some of the world’s greatest events and with The Open Championship the premium Belgian beer is adding to its impressive list of partnerships, which includes the Cannes Film Festival and the Kentucky Derby.

Phil Pick, Marketing Manager for Stella Artois UK, said: “At Stella Artois we have a huge appreciation for events that celebrate a real sense of occasion and excellence. We are delighted to be a part of one of the biggest sporting events in the UK and look forward to showcasing our pouring ritual to the thousands of fans who will attend Royal Liverpool this July.  At The Open Championship we won’t just be serving good beer and cider, we will only be serving the best.”

Mike Tate, Executive Director – Business Affairs at The R&A added: “The Open Championship is delighted to welcome Stella Artois as the Official Beer and Cidre for the 143rd Championship at Royal Liverpool. We are proud to partner with Stella Artois who share our values of promoting the best in delivery and craftsmanship.”

 -Ends-

For more information please contact:

Paul McNicholl at Threepipe Communications

Tel: 0207 632 4800 Email: [email protected]

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®, 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®.  In addition, the company owns a majority equity interest in the operating subsidiary of Grupo Modelo, Mexico’s leading brewer and owner of the global Corona® brand.  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 118 000 employees based in 23 countries worldwide.  In 2012, AB InBev realized 39.8 billion US dollar revenue. The company strives to be the Best Beer Company in a Better World.  For more information, please visit: www.ab-inbev.co.uk.

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