As the restaurants look to reopen in the coming months, up to 80% of eateries across the country reported they are still at risk of permanent closure. So, Stella Artois is releasing an aluminum “Open for Good” bottle exclusively for sale to restaurants. A portion of the proceeds will go be donated to the James Beard Foundation’s “Open For Good” campaign to help the industry.
“Over the last year, our work with the James Beard Foundation has allowed us to support restaurants from the start of the pandemic. With the return to full capacity, we hope this new product offering can further support the industry to safely return to operating as we remember them,” said Lara Krug, vp-marketing, Stella Artois. “We’re excited to invite consumers to join us in our efforts to support their local eateries with a Stella in hand.”
Named after the James Beard Foundation’s Open for Good™ campaign, Stella Artois new “Open for Good™” aluminum bottle not only supports the restaurant industry but gives back with proceeds from each bottle sold benefitting the campaign. Over the past year, the Foundation’s Open for Good™ campaign has supported chefs by leveraging their voices to advocate for the industry, provided direct financial relief, and created critical resources and connections for the industry.
The “Open for Good” bottles will also give consumers an opportunity to participate in rebuilding the restaurant industry and will feature custom QR code technology, a Stella Artois U.S. innovation, that allows consumers to take steps to further recognize and support their favorite local restaurants.
The new, custom-designed aluminum 14 oz bottle is available starting June 7 at participating restaurants nationwide. The new design makes them perfect for summer sipping at outdoor dining patios and venues. Visit StellaArtois.com/JBF for more information about the product and for restaurants to learn how they can carry the bottle.
The “Open for Good™” bottles are a part of Stella Artois’ upcoming campaign, “Your Table Is Ready,” dedicated to bringing people back to restaurant tables to savor time with loved ones while helping support their favorite local eatery. Extending through the summer, “Your Table Is Ready” is a robust marketing campaign that will live on television, online, social, and OOH nationwide. The campaign will also include experiential activations throughout the summer for drinkers to safely enjoy Stella Artois in a whole new way while supporting restaurants.