Stella Artois lifts curtain on private Broadway performance contest


  • Stella Artois is offering people a chance to see a live-streamed performance of songs from the musical “Jagged Little Pill.” Stars from the Broadway show will form the “Stella Artois Chalice Choir” in a live performance on Dec. 21 for one winner of the beer brand name’s social networks contest, per a press release.
  • The Anheuser-Busch InBev brew is asking fans to follow its @StellaArtois Twitter account and reply to its statement of the contest with a tweet that tags three friends and includes hashtags #ChaliceChoir and #Giveaway for a chance to win the special live stream. “Rugged Little Pill” entertainers Lauren Patten, Sean Allan Krill, and Elizabeth Stanley will appear in the virtual show.
  • As the pandemic keeps New york city City’s theaters closed, Stella Artois will donate $15,000 to the United States Bartenders Foundation’s Bartenders Emergency Help Program to assist bartenders in regional theaters dealing with monetary difficulty, per the release.


The “Stella Artois Chalice Choir” contest could raise brand awareness on social networks amongst Broadway fans while helping theater bartenders who have lost work by the pandemic. The health crisis has made lots of individuals reluctant to gather in theaters, while city and state authorities in New York City enacted rules needing smaller sized places to considerably limit their seating capability. In action, Broadway’s theater industry in March suspended all plays and musicals, and their reopening strategies have been in flux ever given that.

By providing a chance for individuals to see a virtual performance of tunes from “Rugged Little Tablet,” a show based upon the music of singer Alanis Morissette, Stella Artois can reach fans of musical theater who are stuck at house throughout the vacations. “Jagged Little Tablet” in October got 15 Tony Award nominations, the most for any musical throughout a season that was interrupted because of the pandemic. Stella Artois’ live stream will be held on Dec. 21, which is generally the busiest night for Broadway as people flock to New York’s theater district to see programs during the holidays, according to the business.

Stella Artois has been active in the past year with reimagined projects targeting younger consumers, who aren’t going out to bars and dining establishments throughout the pandemic, with a particular focus on at-home experiential activations. The brand in August developed a virtual Hotel Artois in the house experience to offer the services of a five-star hotel to homebound customers. Stella Artois likewise partnered with travel site Tripadvisor to transform canceled getaways into remarkable staycations and ran a “Summer Like You’re On Holiday” campaign that advised individuals to turn regular moments into something special with a drink.

With lots of people linking through social networks, the brand name last month introduced a set of customized digital stickers from messaging tech company Holler that people can share in their Venmo payments with good friends.

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