The premium Belgian beer brand, which previously held pouring rights at the Grand Slam event, has signed a five-year deal with the All England Lawn Tennis Club to provide the beverage until 2018.
Earlier this year Stella Artois was named as the Official Beer and Cidre of The Open Championship. The brand also has a presence at the Argentinian Polo Association Championship, the Kentucky Derby, and the Cannes Film Festival.
“We’re delighted to partner with Stella Artois as Official Beer of the Championships Wimbledon, and as such we’re looking forward to another great tournament this summer,” said Mick Desmond, commercial director, All England Lawn Tennis Club.
The announcement coincides with Stella Artois’s worldwide advertising campaign, which launched on television this week, and celebrates craftsmanship at global events. The ‘World’s Greatest Event’ promotional push features a series of 12 ‘perfectionist’ short films that commend the commitment of the craftsmen and women who work behind the scenes and are dedicated to the pursuit of flawlessness.
It will be hosted on an online digital hub and across Stella Artois’ social channels using the hashtag #herestoperfection, together with additional video content that will be created during the celebration of the events.
“Stella Artois has brewing heritage that extends back six hundred years – and is the product of countless men and women who have refused to accept anything less than perfection,” Debora Koyama, global vice president of marketing for Stella Artois added.
“The Championships Wimbledon represents a perfect example – it might go unnoticed but those behind Wimbledon understand that it’s the smallest details which set them apart. Stella Artois is raising a Chalice to honour these people who make the World’s Greatest Events what they are.”