April 6, 2022
Stella Artois and Chef Roy Choi Introduce “Frites Artois”, a Savory Celebration of the Beloved French Fry
The all-new experiential series invites guests to savor an elevated twist to the classic pairing of french fries and ice-cold beer, reminding fans that simple quality upgrades can lead to moments worth savoring
Miami, FL April 6, 2022 – Golden brown, light, fried to perfection, and loved by all, french fries are the ideal snack to indulge in any way you slice it, especially when paired with an ice-cold beer, which is why this spring, Stella Artois is leaning into its Belgian heritage and launching “Frites Artois.” Developed in collaboration with Chef Roy Choi, “Frites Artois,” is a series of immersive events nationwide that turns the classic french fry into pomme frites with a simple yet elevated twist. The delicious upgrade reminds fans everywhere that living in The Life Artois is as easy as transforming a fry into a pomme frite.
“I love french fries, and while it’s a seemingly simple thing, it’s quite the particular thing to get right. I’m really excited to be joining Stella Artois for their ‘Frites Artois’ program, where I’ll be doing up the french fry and putting my touch on it where this small fry becomes a big cone of pomme frites,” says Roy Choi, Chef, television host, and best-selling author. “Guests attending can enjoy tastes inspired by local flavors and culture and an evening filled with delicious frites and ice-cold Stella’s. Boom!"
Kicking off on Wednesday, April 20th, Stella Artois will open the first “Frites Artois” experience located in Miami’s Wynwood neighborhood at 2534 N Miami Ave. Taking inspiration from Miami's beautiful culture and flavors, Stella Artois is inviting guests to start their night with a Stella, join Chef Roy Choi and Chef Eileen Andrade to enjoy an evening in The Life Artois filled with art, music, and style for guests to discover and celebrate while indulging in the deliciously perfected pomme frites with a Stella in hand.
“The Life Artois, at its core, is all about savoring. Savoring time, savoring moments, and most importantly savoring a delicious meal with those who matter most. Frites Artois was founded with this core belief in the forefront. Our goal was to create a scalable experiential campaign that is localized, easily scalable, and gives a nod to our Belgian heritage,” said Lauren Denowitz, U.S. Head of Marketing, Stella Artois. “For the inaugural event, we’ve collaborated with Roy Choi as well as local tastemakers to transform the classic fry and turn it into a frite that celebrates the culture of Miami, reminding locals that simple upgrades, like turning a fry into a frite and choosing a premium lager like Stella, can turn any moment into one worth savoring.”
Following opening night, Miami's “Frites Artois” will remain open to the public for a three-week limited-time pop-up experience running until Sunday, May 8th. Guests who stop by will enjoy live music, a shoppable experience done in collaboration with Social Studies, and get to experience Chef Choi’s exclusive recipe inspired by the local flavors in Miami.
Beyond Miami, “Frites Artois” will be a part of a wide range of cultural events such as music festivals and sporting events nationwide to create a moment worth savoring for all attendees. Starting in Las Olas Food and Wine Festival in Ft. Lauderdale, FL, the “Frites Artois” airstream will travel to Governors Ball Music Festival, Spring Fling Merch March, Waterfront Blues Festival, Berkshire International Film Festival, Off The Grid Fog Fest, and many more events and festivals throughout the year.
“Frites Artois” will also be available for consumers to savor at their favorite bars and restaurants. Frites Artois will be available in Atlanta, Chicago, Los Angeles, Miami, New York, Philly, Vegas, and Washington, DC Metro area over the coming weeks.
For more information, including ticket information for opening night, daily hours for Miami’s “Frites Artois” pop-up, the full list of cultural events and participating restaurants, and more, visit StellaArtois.com/Frites and on @StellaArtoisUSA on Instagram and Facebook and @StellaArtois on Twitter.
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 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 standard gold 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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