As restaurants across the country look to reopen in the coming months, up to 80% of them are reportedly still at risk of permanent closure. Stella Artois, in partnership with The James Beard Foundation, will be supporting the hospitality industry with the release of an aluminum “Open for Good” bottle that will contribute a portion of the proceeds towards helping the industry.
“Over the last year, our work with the James Beard Foundation has allowed us to support restaurants from the start of the pandemic. With the return to full capacity, we hope this new product offering can further support the industry to safely return to operating as we remember them,” said Lara Krug, VP of Marketing, Stella Artois.
Named after the James Beard Foundation’s Open for Good campaign, the new “Open for Good” aluminum bottle not only supports the restaurant industry but gives back with proceeds from each bottle sold benefitting the campaign. Over the past year, the Open for Good campaign has supported chefs by leveraging their voices to advocate for the industry, provided direct financial relief, and created critical resources and connections for the industry.
The “Open for Good” bottles will also give consumers an opportunity to participate in rebuilding the restaurant industry and will feature custom QR code that allows consumers to take steps to further recognize and support their favorite local restaurants.
“As a longtime supporter of the Foundation, we’re excited to have partnered with Stella Artois over the past year to do all we can to help the independent restaurant industry survive by providing financial grants as part of our Food and Beverage Industry Relief Fund, delivering more than 80 webinars to help the industry navigate things like PPP loan forgiveness and enhanced safety protocols, and delivering financial relief via our Investment Fund for Black and Indigenous Americans,” says Clare Reichenbach, Chief Executive Officer, James Beard Foundation.
The “Open for Good” bottles are a part of Stella Artois’ upcoming campaign, “Your Table Is Ready,” dedicated to bringing people back to restaurant tables. “Your Table Is Ready” is part of Anheuser-Busch’s “Let’s Grab A Beer” platform that aims to make the moments we come together over a Stella Artois even better.
Stella Artois and the James Beard Foundation came together for other programs, like “Dining Together, Apart,” “Far From You, But Yes I Do,” and “Stella Sessions@Home,” where a portion of proceeds from all Stella Artois purchased on-premise went to the James Beard Foundation. Additionally, in November 2020, Stella Artois donated a portion of proceeds from all Stella Artois purchased nationally in bars and restaurants to the James Beard Foundations’ “Food and Beverage Investment Fund for Black & Indigenous Americans.”
The custom-designed aluminum structure with a sturdy bottle and premium inks is distinctly different the classic Stella Artois bottle. The 14 oz Stella Artois “Open for Good” bottle will be available starting June 7th at participating restaurants nationwide.