E-Malt.com News article: 2562

Belgium, Brussels: Stella Artois® and Twentieth Century Fox International announced on 28 April 2004 that they have joined forces on a worldwide promotion to launch the release of Roland Emmerich’s highlyanticipated The Day After Tomorrow. Adopting the film’s tagline: Where Will You Be? The Day After Tomorrow, the promotion offers Stella Artois® consumers a once-in-a-lifetime opportunity to be cast in a walk-on part in an upcoming Fox film. The promotion will focus on different types of beer packaging - over 5 million units - across more than a dozen countries, including Singapore, Ukraine, France, Spain, Italy, Bulgaria and Belgium.

“The Day After Tomorrow promises to be the event film of the year and we are proud to be a part of it,” said Ann Vereecken, Global Brand Director Stella Artois®. “Our promotion enables Stella Artois Screen® to further develop its preferred partnership with Fox, as well as our partnership of the Cannes Film Festival. We thereby heighten the awareness for the film and for Interbrew’s premium brand, Stella Artois®.”

Fox’s Kate Bradford, Director of European Promotions added, “This deal presents a great opportunity for us to showcase our global release of THE DAY AFTER TOMORROW through the well-known and reputable brand of Stella Artois®. With the strong presence of the Stella Artois® brand in these markets, we are certain that this promotion will help the film reach an even larger, broader audience.”

Interbrew is a publicly traded company (INTB – Euronext) based in Belgium. The company’s origins date back to 1366, and today it is one of the leading global brewers. Interbrew’s strategy is to strengthen its local platforms by building significant positions in the world’s major beer markets through organic growth, world-class efficiency, targeted acquisitions, and by putting its consumers first. Interbrew has a portfolio of more than 200 brands, including Beck’s®, Stella Artois®, Leffe®, Hoegaarden®, Staropramen® and Bass®. It employs nearly 50,000 people, and runs operations in 21 countries across the Americas, Europe and Asia Pacific. In 2003, the company realized a net turnover of more than 7 billion euro.

Recently, Interbrew and Companhia de Bebidas das Américas (AmBev), the world's fifth-largest brewer, agreed to establish InterbrewAmBev, the world's premier brewer, with a global market share of 14%. This combination will have an unparalleled global platform, capturing the number one or number two position in twenty key beer markets—more than any other brewer. InterbrewAmBev will focus its activities on Beck’s®, Brahma® and Stella Artois®, its three global flagship brands. The closing of the InterbrewAmBev combination has yet to occur.

Stella Artois®, the timeless gold standard of supreme quality and worth, is a pils beer with Belgian roots dating back to 1366. Today, Stella Artois®, one of Interbrew’s flagship brands, is the fastest growing international premium brand, sold in over 120 countries worldwide, representing 9 m hl in 2003.


30 April, 2004