Stella Artois campaign to boost access to water in developing world


stella artois chalices with water

AB InBev is to work in partnership with bars and pubs across the UK on a Stella Artois promotion that will raise money to help people in the developing world have better access to clean water.

For every pint of Stella Artois purchased in participating on-trade venues from February 4 to March 4, AB InBev will donate a sum to non-profit organisation Water.org that will provide someone with access to one month of clean water.

AB InBev UK is distributing a range of point-of-consumption Stella Artois marketing materials to help the trade raise awareness of the cause and in turn boost sales.

It is providing over 2,000 pubs, bars and restaurants with table talkers, coasters, posters, video assets and social media support as well as information for staff so they can talk about the campaign to drinkers.

Rory McLellan, on-trade sales director, said: “With the support of our customers and consumers, so far we have donated more than $8million to Water.org, helping to change the lives of more than one million people.

“We share a strong belief that a problem of this magnitude can only be solved with the help of customers and consumers coming together to work collaboratively. This is why we’ve created an on-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 on-trade partners to make a change.”

Building on the ongoing collaboration, Stella Artois and Water.org announced a four-year partnership in 2017 to help provide 3.5million people with long-term, sustainable access to clean water by 2020.

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 time away from work, school and caring for families.

For more than 25 years, Water.org has been at the forefront of developing and delivering solutions to the global water crisis. Founded by Gary White and Matt Damon, it pioneers market-driven financial solutions to ensure all people have access to safe water and sanitation.

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