Ascot Racecourse today announces Stella Artois as the ‘Official Beer and Cidre’ of Ascot Racecourse in a three year deal.
The premium beer and cider brand will be the Official Beer and Cider of Ascot, with race goers set to enjoy perfectly poured Chalices of Stella Artois year round.
Ascot Racecourse will be joining other prestigious brand partners that include Wimbledon, The Open and the Cannes Film Festival.
The partnership includes distribution across Ascot Racecourse and will be supported by activations, outdoor advertising, PR and digital.
Ascot fans will be able to enjoy the iconic Stella Artois pouring ritual, with bar staff trained in the four step pour, and try out Stella Artois Cidre’s two new fruit variants – Peach and Elderflower.
Phil Pick, Marketing Manager for Stella Artois UK, says: “Stella Artois has a strong appreciation for events with a rich history and rituals. 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.”
Juliet Slot, Commercial Director at Ascot welcomed the new relationship: “We are delighted to welcome Stella Artois on board as official Beer and Cidre of Ascot Racecourse. 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.”