Stella Artois Launches New Campaign “For Moments Worth More” in Partnership with David Beckham

NEW YORK, NY - March 12, 2024 – Today, Stella Artois - the premier European-style lager – is announcing its partnership with sport and lifestyle icon David Beckham to kick off a new global campaign: “For Moments Worth More.” This campaign is centered on the idea of genuine worth – focusing on the moments that matter and making everyday instances a little more special.

Over its 600 years of brewing heritage, Stella Artois has been positioned as a premium option within the beer segment due to its distinctive taste that sets the brand apart. While consistently delivering a quality product, Stella Artois is launching this new campaign to celebrate those everyday moments that are genuinely worth it – like sharing quality time with your friends over a beer.

“The codes of premium have changed. Being ‘premium’ is no longer just about the price tag, brands now have to prove their worth to consumers at an emotional level.” said Tim Ovadia, Global Vice President of Marketing for Stella Artois, AB InBev.

The premiere creative, “A Taste Worth More,” satirically positions the taste of Stella Artois as worth more than even a chance encounter to meet David Beckham at a bar. As a Stella Artois lover, David embodies modern premium values and is also a beer drinker creating an authentic connection with the brand and the perfect global ambassador.

“I’m pleased to partner with Stella Artois and excited to celebrate the importance of genuine moments with family and friends. The brand and its distinctive taste has been a favorite for years,” said David Beckham.

The commercial created by the team at GUT Miami is part of a new year-long campaign and will run alongside digital and out-of-home advertising from JKR London. 

“We are thrilled to turn the page on this next chapter in Stella Artois’s rich story, celebrating the brand’s distinctive taste and its role in championing the moments that are really worth more,” said Chris Jones, Group Vice President of Marketing for Stella Artois, Anheuser-Busch.

For more information about Stella Artois and “A Taste Worth More,” visit www.stellaartois.com and follow @StellaArtoisUSA on Instagram and Facebook and @StellaArtois on YouTube and X.

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About Stella Artois: 

Stella Artois® is a Belgian-style lager and part of a brewing tradition of crafting the finest lager with quality ingredients since 1366. Known for its malty middle and crisp finish delivering a full flavor and a hint of bitterness, this beer is recognized internationally for its excellence and taste. Stella Artois is best enjoyed in the iconic Chalice according to the 3-Step Pouring Ritual to guarantee a perfect experience of this gold standard lager. Along with its classic lager, Stella Artois also offers Stella Artois Liberté, a zero-alcohol brew with the same refreshing taste. Visit www.stellaartois.com for more information.  

About Anheuser-Busch:

At Anheuser-Busch, our purpose is to create a future with more cheers. We are always looking to serve up new ways to meet life's moments, dream big to move our industry forward, and make a meaningful impact in the world. We hope to build a future that everyone can celebrate, and everyone can share. For more than 165 years, Anheuser-Busch has carried on a legacy of brewing great-tasting, high-quality beers that have satisfied beer drinkers for generations.

Today, we own and operate more than 120 facilities, including breweries, wholesaler distribution centers, agricultural facilities and packaging plants, and have more than 18,000 colleagues across the United States. We are home to several of America's most loved beer and beyond beer brands, including Michelob ULTRA, Cutwater Spirits, Stella Artois, Budweiser and Bud Light as well as a number of regional brands that provide beer drinkers with a choice of some of the best-tasting craft beers in the industry. From responsible drinking programs and emergency drinking water donations to industry-leading sustainability efforts, we are guided by our unwavering commitment to supporting the communities we call home. For more information, visit www.anheuser-busch.com or follow Anheuser-Busch on LinkedIn, X, Facebook and Instagram.