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Wednesday April 28, 2021 By David Quintanilla
Stella Artois Rallies Behind Restaurant Recovery With Custom ‘Open For Good’ Aluminum Bottle | Dieline


What in the event you might drink an iced chilly Stella Artois whereas serving to impartial eating places on the identical time? Effectively, due to the ingenious “Open For Good” Marketing campaign, you simply can. Due to the pandemic, eating places throughout America have are liable to everlasting closures. In partnership with the James Beard Basis, Stella Artois’ new aluminum bottle is completely out there at bars and eating places. The 14-ounce bottles are sleekly designed within the traditional Stella shade of inexperienced and have a {custom} QR code within the form of a glass so shoppers can additional assist their favourite native eateries. So, seize a bottle and drink for a great trigger. 


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Recognized for encouraging everybody to savor time with the individuals who matter most, usually over scrumptious meals and drinks out, Stella Artois has championed the restaurant trade via the continuing well being disaster, and this summer season will probably be no completely different. Because the eating places look to reopen within the coming months, as much as 80% of eateries throughout the nation reported they’re nonetheless liable to everlasting closure. So, becoming a member of forces with The James Beard Basis®, Stella Artois seems to assist them now greater than ever with the discharge of an aluminum “Open for Good™” bottle that may contribute a portion of the proceeds in direction of serving to the trade.

“During the last yr, our work with the James Beard Basis has allowed us to assist eating places from the beginning of the pandemic. With the return to full capability, we hope this new product providing can additional assist the trade to securely return to working as we keep in mind them,” stated Lara Krug, VP of Advertising, Stella Artois. “We’re excited to ask shoppers to hitch us in our efforts to assist their native eateries with a Stella in hand.”

Named after the James Beard Basis’s Open for Good™ marketing campaign, Stella Artois new “Open for Good™” aluminum bottle not solely helps the restaurant trade however offers again with proceeds from every bottle bought benefitting the marketing campaign. Over the previous yr, the Basis’s Open for Good™ marketing campaign has supported cooks by leveraging their voices to advocate for the trade, offered direct monetary reduction, and created essential assets and connections for the trade. The “Open for Good™” bottles may even give shoppers a chance to take part in rebuilding the restaurant trade and can function {custom} QR code know-how, a Stella Artois U.S. innovation, that enables shoppers to take steps to additional acknowledge and assist their favourite native eating places.

Out there beginning June 7 at taking part eating places nationwide, the 14oz aluminum bottles are sturdy in design with rounded edges and have the traditional style of Stella Artois making them good for summer season sipping at outside eating and venues. The bottles are part of Stella Artois’ upcoming marketing campaign, “Your Desk Is Prepared,” devoted to bringing individuals again to restaurant tables to savor time with family members whereas serving to assist their favourite native eatery.

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“As a longtime supporter of the Basis, we’re excited to have partnered with Stella Artois over the previous yr to do all we will to assist the impartial restaurant trade survive by offering monetary grants as a part of our Meals and Beverage Business Aid Fund, delivering greater than 80 webinars to assist the trade navigate issues like PPP mortgage forgiveness and enhanced security protocols, and delivering monetary reduction by way of our Funding Fund for Black and Indigenous People, says Clare Reichenbach, Chief Government Officer, James Beard Basis. “The trade has been in dire want and we’re extremely grateful to have the continued assist of Stella Artois as we work to maintain eating places Open for Good™.”

The brand new, custom-designed aluminum construction with a sturdy bottle and premium inks certain to shine incorporates the traditional Stella Artois full-flavored lager, crafted with a well-balanced fruity, malty sweetness, crisp hop bitterness, and delicate dry end. The 14 oz bottle is obtainable beginning June seventh at taking part eating places nationwide, the brand new design makes them good for summer season sipping at outside eating patios and venues. Go to StellaArtois.com/JBF for extra details about the product and for eating places to find out how they will carry the bottle.

The “Open for Good™” bottles are part of Stella Artois’ upcoming marketing campaign, “Your Desk Is Prepared,” devoted to bringing individuals again to restaurant tables to savor time with family members whereas serving to assist their favourite native eatery. Extending via the summer season, “Your Desk Is Prepared” is a sturdy advertising marketing campaign that may stay on tv, on-line, social, and OOH nationwide. The marketing campaign may even embody experiential activations all through the summer season for drinkers to securely take pleasure in Stella Artois in an entire new means whereas supporting eating places. 

“Your Desk Is Prepared” is a part of Anheuser-Busch’s “Let’s Seize A Beer” platform that goals to make the moments we come collectively over a Stella Artois even higher. To study extra about “Let’s Seize A Beer,” go to Anheuser-Busch.com. Anheuser-Busch has all the time stood by their shoppers and communities, and the brewer is proud to construct on that legacy by persevering with their efforts to steer the secure and powerful restoration of the nation. With “Let’s Seize a Beer,” Anheuser-Busch is trying ahead to the reopening of our neighborhood eating places and bars, cheering on our favourite groups, and safely gathering collectively in individual once more. Please drink responsibly and socialize safely by being conscious of and compliant along with your native COVID-19 pointers.

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“The pandemic fully redefined the restaurant trade and we count on the restoration will take months if not years to be again to regular,” stated Colby Kiene, EAM, Metropolis Drinks Orlando. “During the last yr, Stella Artois has been instrumental in offering assets for these companies and with the added assist of those aluminum bottles going again to eating places, we’re proud to proceed supporting them once they want us most and in a significant means.”

Stella Artois and the James Beard Basis got here collectively for different profitable applications, akin to “Eating Collectively, Aside,” “Far From You, However Sure I Do,” and “Stella Classes@House,” the place a portion of proceeds from all Stella Artois bought on-premise went to the James Beard Basis. Moreover, in November 2020, Stella Artois donated a portion of proceeds from all Stella Artois bought nationally in bars and eating places to the James Beard Foundations’ “Meals and Beverage Funding Fund for Black & Indigenous People.”

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