Ascot Racecourse has signed up Stella Artois as its ‘Official Beer and Cidre’. The venue joins a set of brand partners for Stella Artois that includes Wimbledon, The Open and Cannes Film Festival.
As well as seeing Stella’s lager and cider served at the racecourse, the partnership will be supported by outdoor, PR and digital activity.
“Stella Artois has a strong appreciation for events with a rich history and rituals,” said Phil Pick, marketing manager for Stella Artois at AB InBev. “The care Ascot takes in every detail of the racecourse experience mirrors the care we take in the crafting and pouring of Stella Artois and makes Ascot the perfect host to some of the world’s greatest events.”
“We are delighted to welcome Stella Artois on board as official Beer and Cidre of Ascot Racecourse,” said Ascot’s commercial director Juliet Slot. “Stella Artois shares our values for tradition and sophistication and with its long history of craftsmanship, it is the perfect accompaniment to Ascot’s 300 year heritage as a national institution, providing the ultimate stage for the best racehorses in the world.”