Stella Artois 1st official beer of Wimbledon14th May, 2014 by Lauren Eads
Stella Artois has been named the first official beer of the Wimbledon Tennis Championships after signing a five-year deal with the All England Lawn Tennis Club (AELTC).
The Belgian brew will be served at the Wimbledon Championships this year through to 2018, The AELTC said on Tuesday, building on its title as the official beer and cidre of The Open Championship.
Mick Desmond, commercial director of the AELTC, said: “We’re delighted to partner with Stella Artois as the Official Beer of the Championships Wimbledon, and as such we’re looking forward to another great tournament this summer.”
The announcement comes with the launch of Stella Artois’ latest “world’s greatest advertisements” campaign, which seeks to celebrate the people behind the world’s biggest events from the UK to France, Argentina and the US.
Debora Koyama, global vice president of marketing for Stella Artois, said: “Stella Artois has brewing heritage that extends back six hundred years – and is the product of countless men and women who have refused to accept anything less than perfection. The World’s Greatest Events campaign celebrates the commitment of others who work tirelessly to deliver perfection.
“The Championships Wimbledon represents a perfect example – it might go unnoticed but those behind Wimbledon understand that it’s the smallest details which set them apart. Stella Artois is raising a Chalice to honour these people who make the World’s Greatest Events what they are.”
The campaign will run in 25 markets starting with a global television spot in the UK on May 12.