Dive Brief:
- Stella Artois is picking up the tab for workers who step away from their desks and instead work from bars during weekday World Cup matches, according to a press release.
- The Anheuser-Busch InBev brand will cover up to $100,000 of Stella Artois and Stella Artois 0.0 purchased at bars during weekday World Cup matches that take place during regular 9 a.m. to 5 p.m. working hours. In order to be reimbursed, consumers must submit an “expense report” via a dedicated link.
- The on-premise focus is inline with Stella Artois’s broader marketing strategy. The activation builds on previous World Cup initiatives from the brand, including a campaign starring David Beckham.
Dive Insight:
With the World Cup just days away, Stella Artois is reaching out to fans who will be working during weekday World Cup matches, 86% of which take place between 9 a.m. and 5 p.m. in at least one of the mainland U.S. four time zones, according to data cited in a press release. The “Work From Bar” program uses wordplay to encourage consumers to ditch the office for the bar and “expense” their drink.
On June 28, consumers in the New York City area will be able to visit a “Work From Bar HQ” at Brookfield Place, a shopping and office complex located in Manhattan. Timed to the knockout rounds, the pop-up will feature a sports bar, outlets for charging work devices and a conference room, which can be booked starting June 22.
The on-premise initiative is part of the larger “Taste Worth More” brand platform, which launched in 2024 to help drive Stella Artois’s on-premise business. A similar campaign launched in April under the platform and features global ambassador Beckham encouraging consumers to enjoy the tournament from a bar stool surrounded by other fans, rather than alone or in a stadium. The brand has been a key part of AB InBev’s on-premise and premium portfolios.
Stella Artois is not the only brand encouraging consumers to find ways to watch weekday matches. Heineken is providing fans with opportunities to spend often unused “volunteer time off” benefits to watch matches while giving back to the local community. As a whole, the World Cup is expected to cost the global economy $17 billion in lost productivity, with 37% of workers planning to adjust their schedules to accommodate the tournament.
The World Cup, which kicks off June 11, has become a major focus for marketers across industries. Brands have been rolling out campaigns surrounding the tournament for months, with Diageo brand Buchanan’s launching its music-forward campaign starring Rauw Alejandro in April. Around the same time, Molson Coors brand Coors Light elongated its name as a nod to sportscaster Andrés Cantor.
AB InBev saw a Q1 revenue of $15.27 billion, a 12.03% year-over-year increase, per an earnings report. Stella Artois saw a revenue increase of 14% outside of its home market, helping to drive the growth of the beverage giant’s overall premium portfolio by 11%.
