• by Danielle Oster , March 12, 2024

David Beckham might be an international soccer legend and celebrity, but in Stella Artois’ latest ad, he still has to wait his turn for a pour.

The ad kicks off a global, year-long “For Moments Worth More” campaign for Stella Artois, and follows the AB InBev European-style lager brand drafting Beckham -- also part of a recent global campaign for Lay’s – as its new “long-term” global brand ambassador.

While the brand declined to clarify the extent of the “long-term” role, a representative noted that Beckham will also appear as part of its  “Perfect Serve” platform globally, including an upcoming activation during Wimbledon, and as part of its “Let’s Do Dinner” platform in the U.S.

“A Taste Worth More” sees Beckham approach a bartender for a pour of Stella, as two women appear to eye him up from across the room. As he waits his turn, they make their way over and ignore Beckham as they reach for their beers. The implied message, of course, is that the beer is “worth more” than a chance to meet David Beckham.

According to a release from the brand, the global campaign is “centered on the idea of genuine worth – focusing on the moments that matter and making everyday instances a little more special.”

The Stella Artois marketing is part of a broader premiumization strategy for AB InBev.

“Our portfolio continues to premiumize with our premium and super premium brands delivering high single-digit revenue growth, led by Corona, Leffe and Stella Artois,” ABInBev CEO Michel Doukeris said during a recent earnings call with investors. 

“Premium beer is also growing faster than the premium offers in hard liquor and wine. And premium, as you penetrate new consumers or the current consumers, you see some overlap of occasions, but you also see some very unique occasions for premium beers," he said, further explaining that each brand appeals for a different “need state." 

On its website, Stella Artois Lager is described as “perfect for pairing with family and friends,” suggesting the “need state” the brand is targeting. The strategy behind the new global brand platform is clearly to celebrate and elevate such occasions as “worth more,” even compared to an opportunity to chat with David Beckham.