Stella Artois is giving away 7,000 personalised chalices in an on-pack promotion launched yesterday.
Shoppers who buy a 6x330ml or six, 12, 15, 20 or 24x284ml pack of the lager will get a unique code that can be entered online for a chance to win a piece of the glassware. One hundred chalices will be available to win every day for 10 weeks.
The promotional packs feature Christmas decorations, with an illustration of the skyline of Stella’s hometown of Leuven, and Christmas stars referencing the beer’s origins as a festive product named after the Christmas star.
The brand is also bringing back its cork-stopped 75cl sharing bottle format, and has teamed up with Schwartz to create a mulled cider spice mix, designed to be used with Stella Artois Cidre.
“Christmas is a key period for Stella Artois and, given its rich history with the season, we are excited to be celebrating it across the trade this Christmas,” said senior brand manager Emily Kraftman.
Stella has cemented its place as the nation’s leading lager in the past year, with sales up 3% to £470.1m on volumes up 7%, while most leading brands are in decline [Nielsen 52 w/e 12 September 2015].