InBev renames Stella Artois Tennis Championships

by Melanie Godsell, Marketing 05-Mar-07, 13:30

LONDON - InBev is rebranding the Stella Artois Tennis Championships for the first time since its launch in 1979.

Stella will be dropped from the event's title to reflect the growing number of beer brands in the Artois portfolio, including Stella Artois, Peeterman Artois and Artois Bock.

A new website, artoischampionships.com, will also replace the existing stellaartoistennis.com site.

The Artois Tennis Championships will be held from 11 to 17 June at the Queen's Club, London. International players such as Rafael Nadal and Andy Roddick are expected to compete alongside Andy Murray and Tim Henman.

InBev launched Peeterman Artois, a 4% ABV wheat beer, last July with a £50m marketing budget. The 113-year old Artois Bock brand was revived and reintroduced the previous summer. It had not been available in the UK since the 1950s. Lowe has handled the advertising for both brands.