Stella abandons film festival tie

Marketing 23-May-07

Stella Artois has been replaced as the official beer of the London Film Festival by Cobra, as the InBev brand severs more of its ties with the mainstream film industry.

Stella, which had partnered the festival for five years, said it was
ending the relationship to focus on grass-roots film events such as its
Stella Screen open-air screenings. Yell recently replaced Stella Artois

as sponsor of films across Channel 4's portfolio after nine years

(Marketing, 16 May).

InBev claimed that film will remain core to Stella Artois' strategy.
Last month the brand teamed up with C4 and Britdoc for a competition to
find short films for C4's Three Minute Wonders strand.

Separately, InBev is shifting to an umbrella strategy for its Artois
brands that focuses on its brewing heritage, with a campaign featuring
Stella Artois, Artois Bock and Peeterman Artois.