New York, NY – July 6, 2021 – After taking the art world by storm, NFTs (non-fungible tokens) are heating up the kitchen, and Stella Artois and the James Beard Foundation have come together to deliver the ultimate main course. One foodie will get the chance to own Chef Marcus Samuelsson’s recipe for his famous and much coveted Fried Yardbird, in the form of an NFT.
Restaurants have always been at the heart of the Stella Artois brand and business. After all, nothing goes better with a tasty meal than a chalice of Stella Artois. In a year that has been especially trying for eateries nationwide, Stella Artois is partnering with the James Beard Foundation to kick off their “Chef’s Special NFT Collection” auction off Chef Samuelsson’s Fried Yardbird NFT and introduce additional food-centric NFTs throughout the summer to continue to rally behind favorite restaurants. The “Chef’s Special NFT Collection” will be supported by world-leading art and luxury business Christie’s, with proceeds going to the James Beard Foundation’s Food and Beverage Investment Fund for Black and Indigenous Americans.
“It’s no secret that NFTs are exploding in popularity, at the moment. The brand is excited to join in on the action to help support restaurants in a new and creative way” said Lauren Denowitz, Communications and Creative Lead, Stella Artois. “We’re thrilled to partner with JBF and award-winning chef Marcus Samuelsson to serve up an iconic recipe in a unique way. As a continuation to the brand’s global NFT initiatives, we’re looking forward to expanding our NFT collection benefiting at-risk restaurants and ensuring they have a future as they are a place for consumers to continue living out Stella’s brand purpose of savoring life together.”
The winning bidder of Stella Artois “Chef’s Special NFT Collection,” will become the proud owner of:
- A digital file of Chef Samuelsson’s Fried Yardbird recipe in the form of an NFT.
- A one-of-a-kind video revealing all the secret tips, tricks and rituals, divulged by Samuelsson himself, for how to prepare the most perfect fried chicken.
- A private dinner for four at Red Rooster, the chef’s famed NYC eatery in the heart of Harlem, where Samuelsson will prepare the famous Fried Yardbird along with other tasty bites and meet the winners personally.
“Fried Yardbird is not only one of our most popular dishes but the recipe we get asked for all the time,” said Chef Marcus Samuelsson. “Now, in a whole new NFT world for restaurants, we can share it and, thanks to the generosity of Stella Artois, meaningfully support the James Beard Foundation’s Food and Beverage Investment Fund for Black and Indigenous Americans.”
Head to Charitybuzz.com today where the auction is now live, in a CSR initiative supported by Christie’s, and open for bidding until July 16th at 5pm EST.
Stella Artois is the lead sponsor of Christie’s Art & Tech Summit: NFTs and Beyond taking place in NYC on July 15th. As the first auction house to register a sale on blockchain, Christie’s has consistently been at the forefront of art world innovation. Christie's annual one-day summit focuses on sparking a dialogue on the role and impact of emerging technologies in the art world. Chef Samuelsson will be speaking about the “Chef’s Special NFT Collection” during this year’s summit, sharing additional details on how this collaboration was created.
“Christie’s is proud to support Stella Artois and The James Beard Foundation’s philanthropic ‘Chef’s Special NFT Collection’ featuring renowned chef Marcus Samuelsson, benefiting restaurants hurt by the global pandemic,” says Bonnie Brennan, President Christie’s Americas. “Over the past year, Stella Artois has been instrumental in supporting the industry and we’re thrilled to join forces to further amplify support for our local communities.”
Stella Artois is the first brand in the Anheuser-Busch portfolio to enter the NFT space. The “Chef’s Special NFT Collection” comes on the heels of “Racing in The Life Artois” a digital horse racing NFT done in collaboration with Zed Run. NFTs have taken the world by storm, with anything from songs and meme’s all becoming NFT’s. It’s important for the brand to be a part of this space and be able to offer a creative way to lean into their partnership with the James Beard Foundation to continue providing restaurant relief efforts.
“Chef’s Special Collection NFT” is part of the brand’s newly-released “Your Table Is Ready” campaign – a robust summer program that invites gourmands back to their favorite tables with their favorite people to rally behind restaurant recovery. “Your Table Is Ready” will inspire you and your friends to eat your hearts out at eateries again with a film featuring Padma Lakshmi, a celebratory #FirstStellaBack, a fresh approach to hosting dinner parties with OpenTable, and a new 14oz. “Open For Good” aluminum bottle available exclusively in restaurants and bars.
Stella Artois remains committed to helping the restaurant industry recover every step of the way. To help prepare the on-premise for safe and successful re-openings, the brewer joined the National Restaurant Association’s Restaurant Revival Campaign as the exclusive beer partner, and through Stella Artois, committed $2.25 million to the ServSafe Dining Commitment. The partnership with the National Restaurant Association was part of Anheuser-Busch's broader commitment to lifting up the bar and restaurant industry.
About Stella Artois
Stella Artois® is part of a brewing tradition dating back to 1366. It is the winner of the 2019 World Beer Award for World's Best International Lager and is present in 95 countries. Stella Artois is a bottom filtered, blonde pilsner. It is thirst quenching with a malty middle and crisp finish delivering a full flavor and a hint of bitterness. Stella Artois is best enjoyed served between 37.4- and 41-degree Fahrenheit and should be served in the unique Stella Artois Chalice according to the 9-Step Pouring Ritual to guarantee a perfect experience of this gold standard lager. Visit www.stellaartois.com for more information.
For more than 160 years, Anheuser-Busch has carried on a legacy of brewing great-tasting, high-quality beers that have satisfied beer drinkers for generations. Today, we own and operate more than 120 facilities, including breweries, wholesaler distribution centers, agricultural facilities, and packaging plants, and have more than 19,000 colleagues across the United States. We are home to several of America’s most recognizable beer brands, including Budweiser, Bud Light, Michelob ULTRA, and Stella Artois, as well as a number of regional brands that provide beer drinkers with a choice of the best-tasting craft beers in the industry. From responsible drinking programs and emergency drinking water donations to industry-leading sustainability efforts, we are guided by our unwavering commitment to supporting the communities we call home. For more information, visit www.anheuser-busch.com or follow Anheuser-Busch on LinkedIn, Twitter, Facebook and Instagram.
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