Close Menu

Stella Artois releases 20-minute guided meditation to beer

Stella Artois has released a 20-minute guided ‘meditation’ on how to drink a beer, voiced by actor Luke Evans, as part of a campaign to encourage consumers to savour a pint.

Mimicking the popular minfulness app Headspace, which offers guided meditations to bring a slice of calm to your day, Stella Artois has introduced Stellaspace, an audio guide designed to help people focus on being present and truly enjoying a Stella Artois, narrated by actor Luke Evans.

In Stellaspace, Evans personally takes listeners through a 20-minute guide of what to focus on when enjoying a Stella Artois in order to experience the perfect sensory journey. Twenty minutes may seem lengthy, but Stella Artois’ Master Cicerone Max Bakker, one of only 16 beer experts to have earned the title, believes it’s the optimal time needed to truly appreciate every sip.

“Whether I’m traveling for work, on set for a new film, or dining with friends it’s so important for me to be able to focus completely on the moment,” said Luke Evans. “And one of my favourite ways to connect with friends and family is over a cold beer, which is why I think Stellaspace is brilliant – it provides a fun way to remind people to be present, make the most of their time and of course enjoy a Stella Artois while doing so.”

Sipping in time with the guided narration, Bakker believes the perfect number of sips to enjoy a Stella is 12 sips, with the team even introducing a limited edition Sip and Savour glass chalice with “sip markers” to provide a “playful guide drinkers can follow in order to slow down”.

“Stellaspace was designed to help people rethink how they enjoy a Stella Artois,” said Harry Lewis, vice president, Stella Artois. “People today live busy, hectic lives and our mission is to help bring more enjoyment to the limited time they do have – because we believe that everything can be made a little better with a great beer and great friends.”

Stellaspace is available by downloading the Inscape app on iTunes, with a preview available on YouTube.

It looks like you're in Asia, would you like to be redirected to the Drinks Business Asia edition?

Yes, take me to the Asia edition No