Stella Artois Promotion Serves Up a Touch of Glass

The brand’s first major promotion of 2008, which offers consumers a free boxed Chalice glass, will boost the retail profile of the No 1 take home alcoholic drinks brand and generate incremental business during a key trading period for lager.

Steve McAllister, Managing Director – Take Home Retail at InBev UK says: “This attractive offer will draw more shoppers to Stella Artois and help generate impulse and repeat purchase – and reward brand loyalty in the months ahead.

“The promotion means that consumers will have the opportunity to send away for their free Chalice glass. This gives shoppers the ultimate reward of a Chalice glass of their own, along with a welcome in-home product quality boost, which is a very tempting offer. Shoppers appreciate added-value promotions of this nature, while retailers welcome the sales benefits they deliver.”

InBev UK is supporting the promotion with six-sheet poster advertising to raise consumer awareness at outlet level. This will be backed up with point-of-connection material in-store to reinforce the added-value message to shoppers.

The latest Stella Artois promotion builds on consumer awareness created by a nationwide poster campaign on more than 3,200 sites in April and May. One poster featured the Chalice glass and the message: “A Chalice crafted to keep your beer colder for longer” with images supporting the chilled positioning and the brand’s brewing heritage which stretches back to 1366.

McAllister adds: “The campaign underlined the craftsmanship associated with the brand and the fact that the innovative Chalice glass is designed to keep the beer colder for longer. It has made more people aware of the benefits of the Chalice glass – and this promotion will give them the chance to secure their very own glass.”

The Chalice glass, which is the same as the one made available to pubs and bars in 2007, keeps Stella Artois 23% colder than other pint glasses after ten minutes - enhancing the drinking experience. It has been specifically developed to complement Stella Artois and is shaped to retain the flavour of the beer and deliver just the right amount of head.

Stella Artois leads all other lager brands in terms of product quality and being “worth paying more for” according to independent consumer research.* It is available in nine out of ten multiple off-licences, is the third biggest grocery brand in the UK and in take home is larger than all the other leading premium lagers added together.**

* Source: Brand Performance Tracker, Synovate/January 2008.
** Source: AC Nielsen.