In 2017, Stella Artois and Water.org announced a four-year partnership to help provide 3.5 million people with long-term, sustainable access to clean water by 2020.
Through the scheme, for every new co-branded limited-edition bottle or can of Stella Artois purchased, access to one month of clean water is provided to someone in the developing world.
The donation mechanic is running across the range from February, with the donation mechanic remaining the same – for example, for every limited-edition 12-pack of Stella Artois sold, Stella Artois will help Water.org provide 12 months of clean water for one person in the developing world.
Jerry Maguire, off-trade sales director at AB InBev, said: “With the support of our customers and consumers, so far we have donated more than USD 8 million to Water.org, helping to change the lives of more than 1 million people. However, there is still work to be done and we strongly believe that our customers in the Off Trade can play a key part to helping address the issue. Research shows that 70% of millennial shoppers consider a brands ethics and values when making a purchase. This is why we’ve created an Off Trade package that not only raises awareness of the cause, but also supports our customers from a business and reputational perspective.”