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Beverage NewsMarketingBeer

Stella Artois, ‘The Bear’ collaborate for shows 3rd season

Partnership comes to life throughout summer

By Staff Beverage Industry
The Bear Stella Artois.jpg
June 25, 2024

The highly anticipated Season 3 of FX’s “The Bear” is just days away (June 26 at 9 p.m. ET), and Stella Artois is returning for its starring role at the dining table.

For the second consecutive season, Stella Artois has partnered with FX to bring the beer and “The Bear” to the small screen with integration throughout scenes from the series. The collaboration is a natural fit for the beer brand that brings people together over a shared love of food and entertainment. New this season, before streaming the episodes available exclusively on Hulu, fans will view custom content by Stella Artois featuring Sweeps (Corey Hendrix) and Sugar (Abby Elliott), with the actors discussing their experience and memories while filming the show.

Stella Artois and FX celebrated the upcoming season by hosting an epic culinary evening celebrating the food and entertainment behind the hit show, extending Stella’s “Let’s do Dinner Summer Series” platform to Los Angeles. Hendrix was on hand to tease the upcoming season as James Beard Award-winning chefs Justin Pichetrungsi and Chris Bianco treated guests to a fusion of fine dining and casual cuisine inspired by Carmy & Sydney’s innovative style.

Here are all the ways the partnership is coming to life this summer:

●    Stella Artois Drop Shop - This will be an online hub for all things experiential this summer, promoted through Stella’s socials, and designed as a way for all consumers to have a chance to experience the brand’s innovative events. Giveaway items include custom chalices, Stella neons from The Bear, a Hulu membership and The Bear x Stella Apron.

●    Stella Artois x The Bear Custom Content - Before streaming The Bear episodes available exclusively on Hulu, consumers will view custom content by Stella Artois featuring Sweeps (Corey Hendrix) and Sugar (Abby Elliot), with the actors discussing their experience filming the show.

●    Lights! Camera! Stella Artois! - Throughout season 3 of The Bear, Stella Artois also will be featured on the show in key moments. 

KEYWORDS: celebrity partnership marketing campaign Stella Artois

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