Stella Artois has unveiled plans to celebrate its partnership with The Wimbledon Championships through on- and off-trade support, including the release of limited-edition packaging.
At the forefront of the Belgian beer brand’s Wimbledon trade programme is its new limited-edition packaging for both bottles and cans, including a premium white and red design wrap for its limited edition 660ml bottle to ensure standout on shelf.
Additional activity includes in-store chalice gifts with purchases, and engaging Wimbledon experiences at bars throughout the UK, further cementing Stella Artois’ position as a premium lager and sponsor of the tennis tournament, which kicks off later this month.
The activity will support on- and off-trade customers in increasing footfall in the build up to, and throughout, the championships. The partnership is supported by a 360° integrated marketing campaign that brings to life the shared humble beginnings of the iconic sporting event and the beer brand – a continuation of its current marketing campaign, which tells the story of the brewery’s past using stories from its history.
“We are thrilled to mark our return as the official beer of The Championships, Wimbledon with a full range of on- and off-trade activity throughout the UK,” said Jess Markowski, head of trade marketing for Stella Artois. “This partnership gives us a unique opportunity to further enhance our distinct premium credentials. From our bold limited-edition packaging and off-trade activations to the variety of Wimbledon experiences we’re making available at bars around the country, we want to make Stella Artois the obvious choice for anyone enjoying this tournament, either when hosting a viewing party at home or watching a match together with friends in a bar.”
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