Stella Artois partners with Hospitality Action to provide industry support with launch of Crisps Artois


–       When consumers buy two pints of Stella Artois’ at their local, they will also receive a pack of the limited-edition Crisps Artois to share together

–       Each packet of limited-edition Crisps Artois will include a QR code that consumers can scan to donate to Hospitality Action. Stella Artois will match all donations up to £60,000

–       Pubs and bars can register their interest to stock Crisps Artois at: https://crisps-artois.hospitalityaction.org

Today, Stella Artois, a proud part of Budweiser Brewing Group, has announced its latest campaign to support the UK’s hospitality sector. From 22 June, when consumers order two chalices of Stella Artois, they will receive a pack of the exclusive, limited-edition Crisps Artois to share. Consumers will be encouraged to scan the barcode on the back of each pack to donate to Hospitality Action, the leading charity supporting the On-Trade.

Of all the pub traditions, there is one which is uniquely British, sharing a pack of crisps with your pint. Crisps Artois is a celebration of crisps and beer being enjoyed together.

These aren’t just any old crisps. The Stella Artois brewing masters broke down the flavour profile and brewing process of a pint of Stella Artois whilst looking at the heritage and tradition of the Belgian classic to build the flavour from the bottom up. The result is the perfect balance of smoky, salty and sweet notes culminating in a Smoked Salt and Black Garlic flavour, the ultimate accompaniment to the crisp flavour of Stella Artois.

As the number one beer in the UK, we want to use the power of the Stella Artois brand to support pubs and bars,” said Jean-David Thumelaire, On-Trade Sales Director at Budweiser Brewing Group. “Launching exclusively in the On-Trade, the only way consumers will be able to get their hands on Crisps Artois will be by purchasing two pints of Stella Artois from their local. In doing so, we hope to drive consumers back into venues, encourage them to stay longer and boost rate of sale. We’ve worked tirelessly to create a packet of crisps that perfectly complements a chalice of Stella Artois and we’re confident they will be flying off the back bar.”

Alongside the launch of Crisps Artois, the beer brand has partnered with Hospitality Action. Each packet of crisps will include a QR code on the back driving consumers straight to Hospitality Action’s site. Here they can donate to the charity and read about those who are benefitting. Stella Artois has committed to matching all donations up to £60,000.

“As one of the first grant-making charities in the UK to respond to the pandemic, we have been supporting pub and bar workers to overcome the financial and mental health challenges many have experienced. And unfortunately, the hospitality sector and the people who work within it aren’t out of the woods yet, Mark Lewis CEO at Hospitality Action. “We’re excited to continue our partnership with Stella Artois and encourage pub-goers up and down the nation to support their local.”

To support the launch of Crisps Artois and drive beer lovers into venues, Stella Artois will be providing a range of POS support including ready-made social posts, displays, coasters, table toppers and font danglers to inform customers of the offer. Additionally, using geo-targeted social ads, Stella Artois will drive local traffic to nearby pubs.

The campaign follows a series of efforts by Stella Artois and Budweiser Brewing Group to support the On-Trade. During the pandemic, Budweiser Brewing Group provided £1.5m of financial support to the On-Trade through its Save Pub Life programme. In 2021, Stella Artois launched “Stella Tips,” a campaign to provide bar staff with much-needed financial support over the period of closure, donating £500,000 to staff.

Last year, the brand encouraged consumers to be more polite with its Stella Please campaign. Every time someone said “please” when ordering a pint of Stella Artois, they said “thank you” and donated 10p up to the value of £150,000 to Hospitality Action.

The limited edition launch of Crisps Artois will be available exclusively in the On-Trade, driving consumers into venues and boosting rate of sale. To register your interest in stocking Crips Artois please visit: https://crisps-artois.hospitalityaction.org

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