AB InBev’s Stella Artois is partnering with UK tennis championship Wimbledon to create limited-edition packaging which promotes the tournament.
The redesigned packaging will be introduced from 7 May – 12 July across the brand’s product range, including its 330ml bottles, 440ml cans and bottle packs.
Stella Artois claims that the “sleek” design of the packs will help to increase the sale of the drinks throughout the summer period.
In addition to the redesign, the brand is launching an on-pack promotion which gives ten consumers the opportunity to win 2 VIP tickets to the competition.
Winners need to find one of ten white bottles which will be included in random bottle packs, then enter a code found on the bottle online to win the prize.
Alexis Berger, marketing director at Stella Artois Europe said: “Stella Artois has a strong tie to The Championships, Wimbledon, with consumers and retailers alike seeing Stella Artois as the perfect accompaniment to watch the oldest and most prestigious tennis tournament in the world.
“This is why we are so excited to launch the VIP ticket giveaway, which will give shoppers the chance to visit the iconic event, as well as help to boost purchase in the off-trade.”