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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 unbiased eating places on the similar time? Nicely, because of 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 accessible at bars and eating places. The 14-ounce bottles are sleekly designed within the basic Stella shade of inexperienced and have a {custom} QR code within the form of a glass so shoppers can additional help their favourite native eateries. So, seize a bottle and drink for a very good trigger. 


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Recognized for encouraging everybody to savor time with the individuals who matter most, typically over scrumptious meals and drinks out, Stella Artois has championed the restaurant business by the continued well being disaster, and this summer time might be no totally 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 help them now greater than ever with the discharge of an aluminum “Open for Good™” bottle that may contribute a portion of the proceeds in the direction of serving to the business.

“During the last 12 months, our work with the James Beard Basis has allowed us to help eating places from the beginning of the pandemic. With the return to full capability, we hope this new product providing can additional help the business to securely return to working as we keep in mind them,” mentioned Lara Krug, VP of Advertising and marketing, Stella Artois. “We’re excited to ask shoppers to affix us in our efforts to help 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 business however offers again with proceeds from every bottle bought benefitting the marketing campaign. Over the previous 12 months, the Basis’s Open for Good™ marketing campaign has supported cooks by leveraging their voices to advocate for the business, supplied direct monetary reduction, and created essential sources and connections for the business. The “Open for Good™” bottles may even give shoppers a possibility to take part in rebuilding the restaurant business and can characteristic {custom} QR code expertise, a Stella Artois U.S. innovation, that permits shoppers to take steps to additional acknowledge and help their favourite native eating places.

Obtainable beginning June 7 at collaborating eating places nationwide, the 14oz aluminum bottles are sturdy in design with rounded edges and have the basic style of Stella Artois making them good for summer time 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 help 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 12 months to do all we will to assist the unbiased restaurant business survive by offering monetary grants as a part of our Meals and Beverage Trade Aid Fund, delivering greater than 80 webinars to assist the business 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 business has been in dire want and we’re extremely grateful to have the continued help 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 positive to shine incorporates the basic 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 out there beginning June seventh at collaborating eating places nationwide, the brand new design makes them good for summer time sipping at outside eating patios and venues. Go to StellaArtois.com/JBF for extra details about the product and for eating places to learn the way they’ll 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 help their favourite native eatery. Extending by the summer time, “Your Desk Is Prepared” is a strong advertising and marketing marketing campaign that may stay on tv, on-line, social, and OOH nationwide. The marketing campaign may even embrace experiential activations all through the summer time for drinkers to securely get pleasure from Stella Artois in a complete new method 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 be taught extra about “Let’s Seize A Beer,” go to Anheuser-Busch.com. Anheuser-Busch has at all times stood by their shoppers and communities, and the brewer is proud to construct on that legacy by persevering with their efforts to guide the protected and powerful restoration of the nation. With “Let’s Seize a Beer,” Anheuser-Busch is wanting ahead to the reopening of our neighborhood eating places and bars, cheering on our favourite groups, and safely gathering collectively in particular person once more. Please drink responsibly and socialize safely by being conscious of and compliant together with your native COVID-19 tips.

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“The pandemic utterly redefined the restaurant business and we anticipate the restoration will take months if not years to be again to regular,” mentioned Colby Kiene, EAM, Metropolis Drinks Orlando. “During the last 12 months, Stella Artois has been instrumental in offering sources for these companies and with the added help of those aluminum bottles going again to eating places, we’re proud to proceed supporting them after they want us most and in a significant method.”

Stella Artois and the James Beard Basis got here collectively for different profitable applications, comparable to “Eating Collectively, Aside,” “Far From You, However Sure I Do,” and “Stella Periods@Dwelling,” 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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