New York, NY – August 23, 2021 – After the global success of their spring collection, Stella Artois and cult skate brand PALACE are releasing a limited-edition fall collection of PALACE ARTOIS. The new collection will feature apparel with “SOHO, New York” or “SOHO, London” appearing on lux stadium jackets, hoodies, caps, and t-shirts, elevated home bar accessories, a limited-edition PALACE ARTOIS 16oz single can, and interactive PALACE ARTOIS pubs in SoHo New York, and SoHo London.
“We’re stoked to be working with our favourite beer once again,” says PALACE. “For our second collection, we wanted to continue the story and to share our love of beers and the great British institution that is the Pub! This time round we can finally cheers and all savor life together.”
Stella Artois and PALACE introduce the PALACE ARTOIS pubs
Stella Artois and PALACE are bringing to life the fantasy pub featured in the film, “Palace Artois: Savor Life Together.” These pubs will offer a way to savor a pint with your mates like never before. And after a tough year spent social distancing, there’s truly nothing better than an IRL hang with friends or loved ones while enjoying an ice-cold Stella in hand.
- London: Located just steps away from PALACE’s Soho store, the PALACE ARTOIS pub will be housed at London’s The Blue Posts starting on Monday, August 23rd, until Friday, August 27th. The pub will open daily from 12:00pm - 12:00am.
- New York City: Transforming NYC’s Vig Bar, just a short walk from PALACE’s Soho store, NYC’s PALACE ARTOIS pub will be open on Wednesday, August 25th, and Thursday, August 26th from 5:00pm - 11:30pm.
A portion of proceeds from the sale of barware and 16oz single cans will be donated to the USBG National Charity Foundation’s Bartender Emergency Assistance Program whose mission is to provide immediate financial assistance for those in the hospitality industry who encounter temporary, emergent, financial hardship due to unforeseen and/or catastrophic life events such as an accident, acute medical diagnosis, or wind, water, earth, or fire-related natural disasters.
Enjoy the PALACE ARTOIS pub experience at home
In case you can’t roll into one of the pop-up pubs for an in-person toast, there are plenty more ways to savor this collab. You can up your own pour game and enjoy connecting with friends and family over a cold one from your living room thanks to PALACE ARTOIS’s elevated barware line. Give your at-home bar a slick makeover worthy of turning heads thanks to PALACE ARTOIS’s new neon signs, bar towels, coasters, coolers, and tap handles.
Stella will drop a limited number of pint-sized PALACE ARTOIS chalices, along with the elevated barware collection, available in the United States at ShopBeerGear.com/PalaceArtois on Friday, August 27th at 11am ET.
“PALACE ARTOIS was a complete success the first time around, with the collection selling out in just a few minutes. Fans of both Stella Artois and Palace absolutely loved the unexpected, yet perfect, collaboration,” said Lauren Denowitz, Head of Marketing, Stella Artois. “With this new collection, we’re looking forward to being able to bring people together in the pubs to really experience the new pieces while spending the time together with those who matter most.”
Available from August 27th in-store at PALACE London, NYC and LA, Dover Street Market London, and LA, and online at palaceskateboards.com and DSM London and LA sites. Drop times: UK in-store & online 11:00am BST, EU online 12:00pm CEST, US online 11:00am EDT 8:00am PDT, NY in-store 11:00am EDT, LA in-store 11:00am PDT.
Visit StellaArtois.com/PalaceArtois for more information on the PALACE ARTOIS cans, pubs, and the complete collection look book.
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Palace Skateboards was founded in London in 2009 😁
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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