Stella Artois, the UK’s leading premium beer brand, is offering consumers across the UK the chance to win a personalised chalice with a new on-pack promotion. The promotion, to win an engraved Chalice, will run on over 3m packs this summer and aims to allow consumers to enjoy the premium Stella Artois experience in their own homes.
The special packs will be available until July 2013 in major multiples, convenience stores, independents and wholesalers and each will contain a unique code. Consumers will be directed online to enter the Stella Artois Vault (stellaartois.com/mychalice) to take part in an interactive experience to win and tailor their very own iconic chalice with a personalised, engraved message.
The promotion is reported to form part of Stella Artois’ focus on delivering a superior beer experience across both the on-trade and off-trade through its pouring ritual. A perfectly poured Stella Artois should be served in the chalice, specially designed to keep the beer cooler for longer through the stem design, and carefully crafted curves which promote better head retention, the company said.
The promotion will be supported through outdoor and digital advertising, as well as through the Stella Artois’ social media channels. Retailers will also be provided with dedicated point of sale materials and in-store experiential events will take place in selected stores throughout the UK.
“We want to celebrate the chalice, an iconic symbol of Stella Artois that helps provide a superior drinking experience. We want to share this with our discerning consumers, whether they’re enjoying a Stella Artois at home or out with friends,” said Phil Pick, marketing manager at Stella Artois. “We are committed to enhancing the experience of Stella Artois and this is signified by this promotional campaign investment.”
The chalice promotion forms just one part of a range of activities that have been created to deliver a superior beer experience. As well as its advertising and extensive digital campaigns, Stella Artois will also be present at a series of prestigious events this summer. The Houses of Stella Artois, a collection of experiential bars, will demonstrate the premium beer brand’s pouring ritual to consumers at pinnacle sporting, food and film events through a unified strategy of sponsorship support.
In total 50,000 chalices will be available to win. Codes are redeemable until 9pm on 1 December 2013.
The promotion will be available on all formats, including bottles, cans and diverse pack sizes:
- Stella Artois 4,8% 6 pack 284ml bottles
- Stella Artois 4,8% 12 pack 284ml bottles
- Stella Artois 4,8% 15 pack 284ml bottles
- Stella Artois 4,8% 6 pack 440ml cans
- Stella Artois 4,8% 10 pack 440ml cans
- Stella Artois 4,8% 18 pack 440ml cans