Stella Artois x announces off trade activity to help end global water crisis


Stella Artois, AB InBev’s premium beer brand, today announces its renewed campaign in partnership with, to help give those in the developing world access to clean water. Stella Artois x calls on retailers and shoppers nationwide to take action and join its mission to end the global water crisis. The campaign is open to all retailers and runs for a month from 4 February.

One in 10 people lack access to safe water. Every day, millions of people in the developing world spend up to six hours collecting it – taking valuable time away from work, school and caring for families. Building on the ongoing collaboration, in 2017, Stella Artois and announced a four-year partnership to help provide 3.5 million people with long-term, sustainable access to clean water by 2020.

Helping the off trade support the cause

To help reach this goal, for every new co-branded limited-edition bottle or can of Stella Artois purchased, access to one month of clean water is provided to someone in the developing world. The donation mechanic is running across the range from 4 February, with the donation mechanic remaining the same – for example, for every limited-edition 12-pack of Stella Artois sold, Stella Artois will help provide 12 months of clean water for one person in the developing world.

Helping its nationwide network support the initiative further, Stella Artois is providing in store point of sale materials and digital advertising assets to drive awareness of the activity, and sales of Stella Artois.

The campaign provides a tangible and easy way for customers and consumers to contribute to ending the global water crisis – the on-pack donation mechanic means that by simply selling or buying a pack of Stella Artois, customers and consumers are supporting the cause.

Stella Artois x easily enables companies to demonstrate their social purpose, in turn helping them achieve greater consumer engagement; by working together to tackle the water crisis, Stella Artois is helping customers to align to the ideals of their consumers – creating a positive impact on society – which has been shown to boost reputation and positively impact sales.

The campaign will also be supported by on trade activity, PR, digital (inclusive of social), and advertising activations.

Jerry Maguire, off trade sales director, adds: “With the support of our customers and consumers, so far we have donated more than $8M to, helping to change the lives of more than 1 million people. However, there is still work to be done and we strongly believe that our customers in the Off Trade can play a key part to helping address the issue. Research shows that 70% of millennial shoppers consider a brands ethics and values when making a purchase. This is why we’ve created an Off Trade package that not only raises awareness of the cause, but also supports our customers from a business and reputational perspective.

“We look forward to working together with our Off Trade partners to make a change.”

Why water

Water is intrinsic to Stella Artois. It’s been integral to its 600-year brewing heritage and is one of four key natural ingredients in the Stella Artois brewed today.

More than just a key ingredient in our beer, water is a critical resource for the economic, social, and environmental well-being of our communities. AB InBev is dedicated to enhancing water access and security for people and communities – inside and outside our breweries. We recognize the need to act as a responsible steward of water in the areas where we operate, in addition to brewing beer at the highest level of water efficiency possible.

Through its partnership with, Stella Artois is supporting AB InBev’s dream to bring people together for a better world – one where natural resources are shared and preserved for the future, where everyone has the opportunity to improve their livelihoods, and where every experience with beer is a positive one.

Stella Artois recognises that the scale of the challenge is often bigger than its reach alone, and that long-term water security relies on partnership across sectors. Join Stella Artois x in the mission and support the cause.