Stella Artois Increases On and Off-Trade Support for third year of ‘Buy a Lady a Drink’ campaign Back to news

3rd March 2017
  • Global brand announces third year of partnership with to help bring clean water to more than 3.5 million people in the developing world by 2020
  • This year Stella Artois introduces limited edition bottle designs in the on and off trade
  • Each limited edition bottle pack purchased will help provide up to six months of clean water

[3 March 2017]: Stella Artois today announces its greatest trade support ever for the brand’s annual ‘Buy a Lady a Drink’ (BALAD) programme. Expanding its commitment to help end the global water crisis; Stella Artois’ third year partnership with aims to help bring clean water to more than 3.5 million people in the developing world by 2020. Featuring new increased trade activity, which focuses around limited edition bottle packs, the brand will help make it easier for consumers to ‘leave their mark’ and be part of the generation that helps put an end to the Global water crisis.

New on the shelf for the off-trade is a sleek new limited edition bottle pack; available in 330ml and 248ml across 3x, 4x, 6x, 12x, 15x and 20x pack formats.. For every limited edition pack purchased in major retailers, Stella Artois will provide six months of clean water to one person in the developing world.

In the on-trade from the 6th March, consumers can purchase a limited edition 330ml bottle featuring stunning artwork created by three influential global artists – Lisa Mam from Cambodia, Fernando Chamerelli from Brazil and Eria Nsubuga from Uganda – countries the BALAD campaign supports. Each design reflects the artist’s interpretation of the water access issue in their country and for every bottle purchased, one month of clean water will be provided for a person in the developing world.

Supporting this point of sale activity further are other on and off-trade initiatives, including digital assets provided to bars and pubs to use on their social channels to help drive awareness of the crisis among their consumers. For the off-trade, consumers will receive limited edition BALAD tote bags with every purchase. In addition, consumers are further encouraged to support the campaign by purchasing new limited edition Stella Artois Chalices,  featuring artwork that mirrors the on trade BALAD design. For every Chalice sold through Amazon for £8.99, Stella Artois will help provide five years of clean water for one person in the developing world.

Jess Markowski, Head of Trade Marketing said: “Not only is water essential to the beer we brew, it is also essential to the lives we live, and currently there are 663 million people in the developing world without sufficient access. Through our partnership with, we are leveraging the reach of our global brand footprint to raise awareness and are inviting consumers and our customers to join us in our mission to end the global water crisis. This year’s campaign has grown, both with wider market participation and new consumer touch points, to help make it easier for our customers and their consumers to leave their mark and make an impactful contribution. Our new trade activities will further increase the campaign’s reach and scale while engaging consumers where they are already interacting with the brand in their daily lives. We’re excited to see the results that this year’s increased commitment will bring.”

The campaign is also supported with a full 360 marketing campaign featuring influencer activity, emotive imagery and videos that demonstrate the positive impact the campaign has had on communities to date. 60” cinema advertising will air for 5 ½ weeks and a 30” TVC will also air for 4 weeks from 20th February – demonstrating how the purchase of every limited edition Stella Artois bottle pack can change a woman and her family’s future in the developing world, intercut with vox-pops from campaign spokespeople and co-founder, Matt Damon.

To learn more about the campaign, visit


* Stella Artois will donate £0.47 to from every pack purchased

The 30” TVC can be viewed here:

The 60” cinema can be viewed here:

For more information, please contact:

Stella Artois/AB InBev:

Morgan Collins

[email protected]

Laura Sharkey

[email protected]

About Stella Artois

Stella Artois® is part of a Belgian brewing tradition dating back to 1366. It is the No. 1 Belgian beer in the world and is present in 95 countries. Stella Artois is a bottom filtered, blonde pilsner. It is thirst quenching with a malty middle and crisp finish delivering a full flavour and a hint of bitterness. Stella Artois is best enjoyed served between 3 and 5 degree Celsius and should be served in the unique Stella Artois Chalice according to the 9-Step Pouring Ritual to guarantee a perfect experience of this gold standard lager.  Visit for more information.


For more than 20 years, has been at the forefront of developing and delivering solutions to the global water crisis. Founded by Gary White and Matt Damon, pioneers innovative, community-driven and market-based initiatives to ensure all people have access to safe water and sanitation — giving women hope, children health and communities a future. To date, has positively transformed the lives of more than 5 million people around the world, ensuring a better life for generations ahead. Learn more at

The partnership between Stella Artois and also contributes to The World Economic Forum’s 2017 Global Water Initiative. It supports the United Nations Sustainable Development Goal #6, which aims to ensure access to safe and affordable water for all by 2030, and is driven by the belief that a problem of this magnitude can only be solved through collaboration. Additionally, the partnership aims to challenge other global companies to join the cause by showing that helping the world can also be good business.

Finally and in addition to the limited-edition bottle designs, Stella Artois have created limited edition chalices. For every chalice sold, Stella Artois will help provide five years of clean water for one person in the developing world. To date, more than 225,000 Limited-Edition Chalices have been sold through the ‘Buy a Lady a Drink’ program.


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