In the third season of FX’s acclaimed series The Bear, Carmy’s fine-dining restaurant opens its doors, and Stella Artois is right there, cementing its partnership with the Emmy-winning show.
Building on the collaboration initiated during the show’s second season, the brand will again feature prominently in key scenes, emphasizing its connection to the culinary world and shared experiences.
Stella Artois is also engaging fans with exclusive pre-stream content featuring cast members Corey Hendrix (Sweeps) and Abby Elliot (Sugar), who discuss their experiences filming the series. Additionally, the brand is offering giveaways and promoting The Bear-related events through its Stella Artois “Drop Shop.” Recently, a pop-up dining event in Los Angeles, co-hosted by Stella Artois and Hulu, showcased dishes from Carmy and Sydney’s “chaos menu.”
Chris Jones, group vice president of marketing for premium brands at Anheuser-Busch, shared insights with Muse By Clio into why Stella Artois chose to partner with The Bear. “We were, of course, huge fans. But more importantly, there is such a natural fit between Stella Artois and The Bear. We are a brand that brings people together over quality, shared experiences, often involving food. This is where genuine connections are forged. And The Bear illustrates this idea on so many levels, but also in a captivating way that is relatable,” said Jones.
Reflecting on the brand’s integration in the second season, Jones highlighted multiple Stella Artois placements, including product and signage during pivotal moments, celebratory cheers, back bar signage, and high-visibility billboard placements. Custom interviews conducted over Stella Artois during commercial breaks further demonstrated the unique ad units developed in collaboration with the show.
The consumer reaction to this partnership has been overwhelmingly positive. Events like the pop-up Chicago bar ahead of the season premiere generated significant buzz, and once the season aired, there was a notable increase in brand conversation, driving both brand affinity and awareness throughout the year.
Jones outlined the multi-faceted nature of the partnership, aimed at encouraging more people to try Stella Artois. “Our partnership with The Bear is multi-faceted and, of course, designed to get more people to give Stella Artois a try. There is no doubt this partnership has helped further Stella Artois’ image as a culturally relevant brand, and since going live, we’ve seen a positive trajectory on many aspects of the business. It has helped us stay top of mind during the critical summer season, a time where we are focused on cutting through and driving trial,” Jones explained.
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The beer brand also hosted an invite-only dinner party in Los Angeles that pays homage to Carmy (Jeremy Allen White) and Sydney’s (Ayo Edebiri) “Chaos Menu” with a fusion of fine dining and casual food. Two L.A. chefs, one from a James Beard award-winning restaurant and another best known for their pop-up endeavors, will create a one-of-a-kind menu for one night only. Corey Hendrix, a.k.a. the actor who plays Sweeps, was also there.
Stella Artois has a longstanding presence in entertainment and is one of the leading beer brands in Hollywood. The collaboration with The Bear builds on this legacy, elevating it through highly customized content and experiences for consumers.
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