Stella Artois Opens the Chalice Factory

(St. Louis, MO) – Stella Artois® has introduced The Chalice Factory, a digital experience that walksparticipants through the experience of creating a Stella Artois Chalice, the famed vessel that has been carefully crafted to yield the perfect Stella Artois experience.

The Chalice Factory is located at www.stellaartois.com, and will be open through April 30, 2012. One thousand participants will be randomly chosen throughout each day to receive their own Chalice after completing a lively tour of the Factory.*

The Stella Artois Chalice represents a feat of beer-enjoyment engineering.  Countless versions were developed and tested before the final Chalice was chosen.  The Chalice’s physical profile matches the flavor profile of Stella  Artois – in doing so, it lifts Stella  Artois to the peak of its flavor.  Just as red and white wines are poured into specific glasses for peak flavor and enjoyment, the curved shape of the Stella Artois Chalice was designed to enhance the beer’s flavor by releasing the aromas when the liquid is poured and increase the retention of the foam head.  Its elegant “star” stem encourages drinkers to keep their warm fingers off of the cold glass, keeping the beer colder for longer.

“You don’t need an engineering degree to appreciate the impact Stella Artois’ specially-designed Chalice has on the experience.  You merely need to love a perfectly poured Stella Artois,” said Rick Oleshak, U.S. Marketing Director, Stella Artois.  “The Chalice is a symbol of our Belgian heritage.  It represents the six centuries of craftsmanship and pride that have led to Stella Artois.  The Chalice Factory welcomes consumers into the world of Stella Artois, and is one way that we intend to express our gratitude for their loyalty.”

The Chalice Factory: Step by Step

End to end, the Stella Artois Chalice Factory experience can last more than five minutes.  Participants are led by ALICE, a virtual tour guide.  The experience is interactive; participants can enable a microphone to speak directly with ALICE, or can communicate with her via keyboard.

ALICE will help the user select the elements that will eventually comprise the Stella Artois Chalice.  She will guide the user through the mythical Chalice Factory itself, a stylish realm populated by beautiful workers.  She will help the user heat, shape and craft their Chalice.  At the conclusion, she will inform the user whether they can take the Chalice home.  Ultimately, Stella Artois will bestow thousands of Chalices upon Chalice Factory visitors.

In advance of the Chalice Factory launch, Stella Artois delivered engraved chalices to dozens of Academy Award nominees in the major categories, as well as select influencers associated with the event.  A national television spot, titled “Chalice Factory,” premiered during the Academy Awards red carpet and awards broadcasts.  The spot can be viewed at www.facebook.com/StellaArtoisUSA.

“It is our belief that that everyone, whether you’re up for Best Actor orwatching the awards program from home, should drink from a specialized glass,” said Alexander Lambrecht, Global Marketing Manager, Stella Artois.  “This is an everyday belief in Belgium – each beer in our home country is served in a distinct vessel.  Our customers deserve the finest experience when enjoying Stella Artois.  A simple glass won’t suffice.  They deserve a Chalice.”

Beyond new television and digital programming behind “Chalice Factory,” Stella Artois is conducting a retail promotion across the country that runs through the end of March.  On specially-marked 12-packs of Stella Artois, adults can secure a promotional code on the inside of the box that’s redeemable online for a customized, engraved Chalice (offer not valid in Texas).

*No Purchase Necessary.  Open to U.S. residents 21+.  Game ends at 2:59:59 p.m. CDT on 4/30/12.  To play, visit www.stellaartois.com/chalicefactory and follow the online instructions for a chance to win a prize.  See Official Rules available at www.stellaartois.com/chalicefactory for complete details.  Void where prohibited.

Stella Artois®

Stella Artois® is part of a Belgian brewing tradition dating back to 1366. It is the number one Belgian beer in the world and is present in over 80 countries. Stella Artois® is a bottom filtered, blonde pilsner. It is thirst quenchingwith a malty middle and crisp finish delivering a full flavor and a hint ofbitterness. Stella Artois® is best enjoyed served between 3 and 5 degrees Celsius and should be served in the unique Stella Artois® Chalice according to the 9-Step Pouring Ritual to guarantee a perfect experience of this gold standard lager.