USA: Stella Artois launches promotion by taking on independent movies

Stella Artois beer is embracing independent movies by backing its 2007 Sundance Film Festival sponsorship with the "Great producers aren't just in the film business" sweepstakes, Brandweek released August 22.

The promotion launches August 23. InBev, Norwalk, Connecticut, will support the Belgian brew's marketing strategy by cross-promoting the effort with Indie Film Nights retail displays.

In bar accounts, Stella Artois distributors will host Indie Film Nights events.

Stella Artois volume is small, shipping 315,000 barrels last year (total imported beer shipments was 25.6 million barrels), but the brand is among the fastest growing imports increasing 65% through the first six months after gaining 67% between 2005 and the previous year.

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