Stella Artois Taps Football Legend David Beckham as Global Ambassador to Revitalize its Premium Image
Introduction:
Stella Artois, a nearly century-old brew, has faced the challenges of declining beer sales in recent years. To help restore the luster of its premium lager brand, Anheuser-Busch InBev (A-B), the world’s largest brewer, has recruited one of the most renowned personalities globally: David Beckham.
Announcing New Partnership:
On Tuesday, Stella Artois officially introduced the former professional soccer player as its global ambassador. Beckham’s first assignment is starring in a new television commercial for the brand. Financial details of the deal were not disclosed.
A-B’s Motivation:
The A-B InBev-owned brand has lost volume share in the US market for four out of the last five years. Consumers have shifted their preferences towards other beers and even spirits, causing Stella Artois’ US sales to drop approximately 3% last year. According to Bump Williams Consulting, this decline was a significant concern for A-B.
The Premium Connection:
As Stella Artois positions itself as a quasi-lifestyle brand from Europe, despite being brewed in the US, A-B saw Beckham’s charm and appeal as valuable assets. Richard Oppy, Vice President of Global Brands for A-B InBev, explained that Beckham embodies the premium values Stella Artois aims to project.
The Perfect Fit:
Beckham’s authentic love for Stella Artois and its association with his expanding business empire, which includes high-profile endorsements of luxury brands such as Tudor Watches, Maserati, and Nespresso, made him a natural fit for the brand. Victoria Beckham and her husband are worth over $500 million.
New Chapter for Stella Artois:
Oppy stated that Beckham is starting a new chapter in his life, focusing on family, travel, cooking, and cherished moments. A-B saw this as an opportune moment to collaborate with him on a global scale to bring that energy to life.
Growth Strategies:
Apart from Beckham’s appointment, A-B has ambitious plans for Stella Artois to revive sales. Contests for fans to dine with renowned celebrities and sponsoring high-end sporting events, like Wimbledon and Roland-Garros, are part of its growth strategies.
Expanding Ambassador Portfolio:
Beckham joins soccer superstar Lionel Messi in A-B’s ambassador portfolio, who holds a similar role for Michelob Ultra. Most recently, Messi starred in a Super Bowl commercial for that beer.
A-B’s Recent Financials:
A-B reported record revenues for 2023, but the North America unit saw a revenue decrease of over $1.4 billion due to Bud Light’s sales decline. This creates an opportunity for other brands, like Michelob Ultra and Stella Artois, to fill the void on store shelves.
The Power of Recognition:
Sightline’s Bryan Roth believes that Beckham’s top-tier recognition can significantly benefit Stella Artois. While it remains unclear whether this partnership will reverse sales in the US, Roth pointed out that A-B’s partnership with Messi paved the way for Stella Artois to focus on more recognizable figures outside America, as shown by its earnings reports revealing faster growth internationally compared to domestically.
Conclusion:
By signing David Beckham and implementing various growth strategies, A-B aims to revitalize Stella Artois’ premium image and reignite sales. The timing of this announcement coincides with retailers about to reset their shelves for summer, providing an opportunity for Stella Artois to capture market share as Bud Light loses ground.
