Stella Artois is aiming to come to the rescue of the beleaguered British pub by tapping into this week’s International Beer Day to give away free pints in celebration of the role local hostelries play in their communities.
The Stella Artois Perfect Trade initiative sees the Anheuser-Busch InBev brand partner with pubs across the UK to allow beer lovers to swap any beer bottle cap for a gratis pint of Stella.
The initiative is even stretching beyond International Beer Day (August 1) to the whole weekend (August 3). In the capital, the Perfect Trade will be available at participating pubs across North London, Soho and Southwark, and in Manchester’s Northern Quarter.
According to regulars, bars and pubs serve as gathering places where people come together to celebrate milestones, unwind after a long week, or mark the beginning of something new. More than just venues for drinks, they foster human connection, create a sense of belonging, and help anchor communities both socially and economically. However, this great British institution is under threat; according to figures from the British Beer & Pub Association, nearly 300 pubs closed their doors for the last time in 2024 alone.
Stella’s activity also celebrates the ‘Perfect Serve’, which uses the brand’s chalice, pouring at a 45-degree angle while allowing the foam to spill over the top. Next is to use the skimmer to slice the excess foam off the top, which creates a smooth foam barrier that locks in the CO2 bubbles, providing Stella Artois with its fresh flavour. The final step is the placement, with the cartouche (the brand’s emblem representing its 600 years of brewing history) facing forward towards the customers.
AB InBev Europe global brands marketing director Jessica McGeorge-Stevens said: “The perfect serve of Stella Artois is enjoyed in a chalice at bars and pubs – it’s where the brand was built, and where real connections begin.
“Our Perfect Serve initiative is not just about delivering a perfect pint of Stella Artois, it’s about ensuring pubs and bars continue to thrive and have the support to continue their important work in communities across the UK. So, this International Beer Day, bring a beer cap, get a pint on us, and raise a glass to your local pub.”
To expand the programme’s reach, Stella will introduce the Perfect Trade Machine, an on-trade activation popping up across London and Manchester, allowing pedestrians to simply insert any beer cap to trigger a custom tap that “pours” out a voucher redeemable for a Perfect Serve pint at participating pubs.
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