Stella ArtoisThis summer, Stella Artois is embracing its partnership with FX’s The Bear.
By recreating Carmy and Sydney’s Chaos Menu with James Beard award-winning chefs and hosting the Largest Hot Ones Challenge ever—featuring over 300 participants eating the infamous Wings of Death live—Stella Artois is drawing consumers closer to their favorite stars and cultural moments through remarkable pop-ups in the brand’s new “Let’s Do Dinner Summer Series.”
Starting today, fans aged 21 and over can enter for a chance to win from over 1,000 unique prizes. These prizes include VIP access to one of five unforgettable events this summer, designed to bring people together through a shared love of food, musical performances, entertainment, and exciting collaborations.
During the coming months, fans will have the opportunity to interact with the “Let’s Do Dinner Summer Series” program in a variety of ways. In addition to the sweepstakes, the strategy also actively engages fans through nationwide retail programming, cross-platform content, and media partnerships with culturally relevant properties such as Hot Ones. Morever, the brand also secured product placements for this season of The Bear, ensuring a broad and significant presence on the show.
Chris Jones, Group Vice President of Marketing for Premium Brands at Anheuser-Busch, stated that Stella Artois’ collaboration with FX’s “The Bear” is just one aspect of their broader “Let’s Do Dinner: Summer Series” program. According to Jones, what began as a single, star-studded brand event last year has evolved into a comprehensive summer campaign with multiple extensions designed to solidify Stella Artois’ reputation as a go-to beer choice during the most relevant selling season for beer.
“We believe that sharing a meal with good friends and a Stella is the perfect recipe for creating cherished memories,” said Jones. “Drawing from the success of last year’s ‘Let’s Do Dinner’ campaign, we aim to offer culturally relevant experiences that will make Stella top of mind as an everyday choice.”
As a beer brand that unites people through their shared passion for food and entertainment, Stella Artois is hosting five exclusive events featuring high-profile guests, including Ludacris and Questlove, top-tier entertainment, and innovative culinary experiences. Fans have the opportunity to be part of these events.
Last year, Stella Artois’ partnership with The Bear was launched through a comprehensive 360-degree approach. Mirroring the show’s popularity, the launch extended across multiple widespread consumer touchpoints, from an experiential pop-up to product placements within the show itself. As the collaboration enters its second year, the plan is to delve deeper into the partnership with even more immersive fan experiences and product integrations. The financial agreement between the parties was not disclosed.
“Our focus will be on fostering authentic connections made over meals, which represent a significant portion of beer consumption,” said Jones.
Hulu and FX announced last year that Season Two of The Bear had a 70% increase in total streamed hours in the first four days after it premiered on June 22, compared to its first season. As a result of this significant increase in viewership, brands can consider the show for marketing purposes. Through strategic partnerships and integrations, brands can enhance their visibility and tap into the rapidly expanding audience of the series.
