Stella Artois has launched limited-edition packaging to mark its Wimbledon sponsorship.

The temporary look is being rolled out now across the brand’s bottles and cans featuring official ‘The Championships, Wimbledon’ branding to reinforce its status as authorised beer and cider sponsor, with a separate premium red and white design developed for its limited-edition 660ml bottle.

Additional activity includes in-store activation; limited-edition gifts with purchase and retailer-specific competitions giving consumers a chance to win VIP tickets to the tournament.

The partnership provided Stella Artois with a “unique opportunity” to further enhance its “distinct premium credentials”, said head of trade marketing Jess Markowski.

“From our bold limited-edition packaging and off-trade activations, we want to make Stella Artois the obvious choice for anyone enjoying this tournament.”

The partnership is supported by a 360-degree integrated campaign created to bring to life the “shared humble beginnings” of the sporting event and beer brand.