Stella Artois is asking people to consider a very important question: when was the last time you really savoured a beer? Like it or not, life tends to get in the way of simple pleasures like enjoying a beer with friends. That is why Stella Artois is introducing STELLASPACE, an audio guide designed to help people focus on being present and truly enjoying a Stella Artois, narrated by newly anointed savouring expert and actor Luke Evans.
With the boom in mindfulness tools – apps, meditation studios, adult colouring books and other simple aids to help you pay attention to experiences and be present in the moment – Stella Artois sought to fill a white space by providing a way to help people master thoughtfully sipping their beer.
In STELLASPACE Luke Evans personally takes listeners through a 20-minute guide of what to focus on when enjoying a Stella Artois in order to experience the perfect sensory journey. Twenty minutes may seem lengthy, but Stella Artois’ Master Cicerone Max Bakker, one of only 16 world-renowned beer experts to have earned the illustrious title, determined it’s the optimal time needed to truly appreciate every sip of the full-flavoured, classic Belgian lager.
From the ecstatic anticipation of the cold golden liquid meeting your mouth to feeling the tingle of the bubbles and tasting the aromatic flavours, Luke’s narration of STELLASPACE combines personal anecdotes from his fast-paced life and professional conquests (like slaying dragons or fighting criminal masterminds) with Stella Artois’ 600-year brewing legacy, mindfulness techniques from the modern meditation app Inscape, and expert inputs from the acclaimed palate of Master Cicerone Max Bakker.
“Whether I’m traveling for work, on set for a new film, or dining with friends it’s so important for me to be able to focus completely on the moment,” said Luke Evans, newly anointed savouring expert. “And one of my favourite ways to connect with friends and family is over a cold beer, which is why I think STELLASPACE is brilliant – it provides a fun way to remind people to be present, make the most of their time and of course enjoy a Stella Artois while doing so.”
“STELLASPACE was designed to help people rethink how they enjoy a Stella Artois,” said Harry Lewis, vice president, Stella Artois. “People today live busy, hectic lives and our mission is to help bring more enjoyment to the limited time they do have – because we believe that everything can be made a little better with a great beer and great friends.”
And because beer sipping can happen in many locations and forms – around the dinner table, lounging poolside, or at a local neighbourhood spot, partnering with Inscape to create an experience infused with mindfulness techniques allows consumers to become fully present as they savour their Stella Artois, no matter where they are.
“Inscape delivers modern meditation for modern minds. We help people find balance, heighten their awareness and live life to the fullest through unique, immersive experiences,” said Khajak Keledjian, founder and chief executive officer, Inscape. “With the addition of STELLASPACE to the Inscape app, we’re debuting an intentional, sensory experience that mixes mindful techniques and playful cues to explore Stella Artois like never before.”
STELLASPACE is now available by downloading the Inscape app on iTunes to access the full 20-minute guide or previewing a portion on YouTube. So gather the essentials – a cold Stella Artois, the iconic Stella Artois Chalice, a group of friends and some food or nibbles – and prepare to inhale… and exhale… on this journey into STELLASPACE.
STELLASPACE is an extension of “Joie de Bière,” Stella Artois’ new campaign that highlights the brand’s trademark sophistication – injected with its signature European wit and charm – to inspire people to savour life’s simple pleasures. The campaign launched earlier this year with the debut of a new television spot – “Les Pockets” – that illustrates how much more enjoyable life can be when you take a moment to truly savour a Stella Artois.
To continue spreading joie this season and beyond, Stella Artois is also encouraging fans across the country to make the most of the time they have both offline and online:
- “Joie de Bière” comes to life online: To inspire people to experience their summer to the fullest, Stella Artois is partnering with charismatic influencers to share their perspective on how they savor everyday moments with great beer and great friends.
- Savoring at food festivals nationwide: Food and beer pairings are one of life’s most simple pleasures and an easy way to literally savour the moment. That’s why Stella Artois is teaming up with local chefs to curate unique culinary experiences for consumers at food festivals nationwide, including Chicago Gourmet, The Taste, LA, Greenwich Wine + Food Festival, Eat, Drink, SF and more.
- ‘Inspiring people to live by the “Joie de Bière” mantra: The brand will inspire New York City residents and visitors alike to savour a Stella Artois using dynamic out of home billboards that deliver tailored messages based on the weather and time of day, as well as select large-scale wallscapes and taxi top messaging.
Source: Stella Artois