Stylish digital experience at www.stellaartois.com lets participants create Chalices in a mythical factory; Thousands will earn a specially-crafted Chalice of their own

 

ST. LOUIS (March 13, 2012) – Stella Artois® has introduced The Chalice Factory, a digital experience that walks participants 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.

 

Both the digital Chalice Factory and the commercial were developed by Mother New York / London.

 

 

– more –

 

“It is our belief that that everyone, whether you’re up for Best Actor or watching 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 quenching with a malty middle and crisp finish delivering a full flavor and a hint of bitterness. 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.

Patrons can view drink selections on computer tablet

 

New York City – Flute Bar and Lounge, 40 East 20^th Street  has gone high-tech with a paperless menu option for viewing wine, signature cocktails and champagne selections.

On Dec. 1^st, Flute began offering customers a choice between a traditional paper menu or a wireless computer tablet programmed with the restaurant’s selection of wine, signature cocktails and champagne.

Using the tablets, restaurants can describe each menu item in detail including portions, ingredients, and  photos. They can also publicize events and promotions on the tablets, and instantly modify their digital menus to feature specials.

The interactive digital dining experience is made possible through software developed by Maxx Menu of Stamford, CT. Maxx Menu, is a digital media software company and an early mover in the electronic tablet menu market for upscale restaurants. The tablet menu enhances the customer dining experience as well as drive incremental sales to a larger average check size for on-premise operators. President Steve Drew said, “ Out tablets are tasteful and sleek. It offers patrons a personalized and visual, interactive experience, while offering restaurateurs the ultimate in real-time control of presentation, pricing and inventory management.”

Security measures have been built into the software; alarms sound if anyone tries to carry a tablet out the door.

Flute is a cutting edge bar and grill in the Gramercy Park area of New York decorated

with the owner’s collection of original artwork and where every guest has a VIP room

experience. For more information contact Flute at 212.529.7870 or go to www.flutebar.com

 

 Local Independent Businesses Reflect on Tradition, Jobs Provided in Communities

 

Bethesda, MD – April 29, 2011 – This May, America’s Beer, Wine and Spirits Retailersencourage everyone to recognize their local bars and taverns by celebrating Tavern Month.  Tavern Month is a chance to raise awareness of the long-standing role of local bars and taverns in communities large and small across the United States.

 

Long known as the “Friendliest Place in Town”, the American bar and tavern represent the best of social culture and the community spirit that is at the core of the country’s civil fabric.  Bars and taverns give to thousands of charities, provide millions of jobs and entertain tens of millions of patrons each year.

 

“Ask just about anyone 21 years of age and older and chances are they have been in a bar or tavern to celebrate good times with good friends,” said ABL executive director John Bodnovich.  “We should never take for granted the role local bars and taverns play in American culture.”

 

“We’re raising a glass to the more than three hundred thousand bars and taverns this May, and the people who help provide memorable moments to millions of Americans each year, and jobs to millions more,” said Bodnovich.

 

Today’s bars and taverns reveal the changing cultural norms of the country while still reflecting the fiercely independent spirit of bar and tavern owners. 

 

Bar and tavern owners continue to place a strong emphasis on responsible service by training employees and incorporating programs to prevent drunk driving and underage access to alcohol. 

 

“Bar and tavern owners understand the responsibility that comes with serving beverage alcohol and they take it very seriously,” said Bodnovich.  “By using technology, training, and partnering with other members of their communities, they are doing their part to thwart underage access and alcohol misuse.”

 

As the retail tier of the Three-Tier System, bar and tavern owners work with state regulators and elected officials to support sensible beverage alcohol policy.  They are the face of the broader hospitality industry and are quick to take up arms against those who would attack their lawful businesses.

 

Bars and taverns are also places where trends and tastes are developed and customers can sample from a vast variety of products.  Each independent bar and tavern maintains its own unique identity and appeal to its customers.  Whether it’s a wine bar, a corner pub, a trendy lounge or a family-owned and operated tavern, they all provide a setting for meetings, remembrances and celebrations that is unique to their geographic area and customers.

 

Tavern Month has been celebrated each May for 58 consecutive years by American Beverage Licensees, the largest national trade association dedicated to supporting and promoting the beverage alcohol retail community, and its on-premise predecessor, the National Licensed Beverage Association.  ABL is joined by its state and local bar & tavern association affiliates this year to spread the word that May is Tavern Month…Let’s Celebrate!

 

*****

 

About American Beverage Licensees (ABL)

American Beverage Licensees (ABL) is the preeminent national trade association for beverage alcohol retailers.  Its members are comprised of on-premise and off-premise licensees who provide hundreds of thousands of jobs and annually infuse millions of dollars into the American economy.  To learn more about ABL, visit www.ablusa.org.