BBG unveils new Stella campaign to drive footfall
The global brewer has unveiled its latest initiative, titled ‘Perfect Serve’, which invites consumers to rate the quality of their pint of Stella Artois or Stella Artois Unfiltered, to receive cash back on the full price of their pint, which will drive footfall to on-trade venues, BBG said.
In addition, rewards are also up for grabs for publicans rated as serving the ‘perfect pint’.
The campaign, which will be implemented using mobile platform TaDa, will run from Friday 1 March across more than 2,000 venues stocking Stella Artois, which was the eight best-selling lager in on-trade last year according to The Drinks List 2023, on tap.
Continued excellence
From the 1 May through to the 26 June, Stella Artois, which is the official beer partner of the Wimbledon Championships, will also offer participating consumers entry to a prize draw for a chance to win a pair of tickets to the tennis tournament.
As part of the campaign, BBG will help ensure continued excellent serve quality by refreshing tap lines and using targeted ads to drive local customer traffic into participating pubs year-round.
The brewer will also offer training to pub staff on the perfect serve ritual, which involves pouring at a 45-degree angle, allowing the foam to spill over the top of the branded Stella “chalice”, before using the skimmer to slice off excess foam to create a smooth barrier locking in the CO2 bubbles.
Finally, to finish the ‘perfect serve’, operators should present the pint with the cartouche (the brands iconic emblem representing it’s 600 years of brewing history) facing forward towards the consumer, BBG said.
Perfect pint
Each participating pub will also receive promotional kits with coasters, bar runners and other materials to promote the ‘Perfect Serve’ campaign.
Stella Artois marketing director Elise Dickinson said: "We're excited to give pub-goers even more reasons to enjoy a pint of Stella Artois through this new campaign.
"By focusing on the Perfect Serve, we aim to boost dwell time and keep customers coming back for the perfect pint."
Venues looking to participate in the campaign should contact their BBG representative.
