Stella Joins le Cirque

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Stella Joins le Cirque

Stella Artois has entered into a two-year sponsorship deal with Cirque du Soleil granting the Belgian beer brand signage at performances and rights to use Cirque du Soleil logos and images in local advertising and point-of-sale marketing in cities before and during performance runs of the troupe’s touring shows “Kooza” and “Ovo.”

“Cirque du Soleil is the pinnacle of live performance art and continues to present engaging and unforgettable experiences,” said Andy Goeler, VP of imports, crafts and specialty at St. Louis-based Anheuser-Busch, the importer of Stella Artois. “Similarly, Stella Artois draws on its rich Belgian beer heritage, its signature Chalice and the time-honored Belgian Pouring Ritual to deliver a superior beer experience.”

The bottom-filtered, blonde pilsner should optimally be served in the Stella Artois Chalice according to the 9-Step Belgian Pouring Ritual, according to the premium beer brand, whose history dates back to 1366.

“As ‘Kooza’ and ‘Ovo’ travel throughout the U.S., Stella Artois will help Cirque du Soleil connect with new audiences,” noted Ryan Sandilands, senior director, corporate alliances at Montreal-based Cirque du Soleil.

“Kooza” combines two circus traditions — acrobatic performance and the art of clowning — while OVO portrays a colorful ecosystem teeming with life.

Stella Artois, The best-selling Belgian beer in the world, is available in over 80 countries.