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Press Releases

August 1, 2022

Stella Artois Joins Forces With Kyle Kuzma and Potr by Yoshida & Co. to Launch Latest Premier Fashion Collaboration

Stella Artois Joins Forces With Kyle Kuzma and Potr by Yoshida & Co. to Launch Latest Premier Fashion Collaboration

Stella continues its foray into the fashion world and gives fans the chance to celebrate life in style with exclusive limited-edition prizing through a sweepstakes giveaway.

New York, NY – August 1, 2022 – Stella Artois, together with basketball star and fashion icon Kyle Kuzma and luxury fashion brand POTR by Yoshida & Co., announced the launch of their newest fashion program “Secure The Bag.” The fully integrated campaign features digital content across Stella’s platforms, in-store signage featuring Kuzma in retailers nationwide and custom limited-edition “Secure The Bag” 25 oz. cans, featuring a unique QR code digitized pattern.

“It’s been great working with Stella on this collaboration,” said Kyle Kuzma, “Fashion has always been a key part of my identity and how I express myself, and it’s been exciting to partner with a brand that understands the importance of savoring life in style. I’m looking forward to sharing the shopping experience with the lucky winner this fall.”

To kick-off the campaign, Stella is launching a nationwide sweepstakes to give fans the chance to win an exclusive limited-edition version of the POTR’s “Flex 2 Way Helmet” Tote Bag and one lucky grand prize fan will have the opportunity to go on a $10,000 fashion shopping spree with Kuzma himself.


"Building on last year’s success of culture-driven fashion collaborations, this partnership felt like a natural fit for Stella,” said Marcela Garcia, Vice President of Marketing for Stella Artois. “As the leading modern-premium beer brand, we believe in elevating the everyday, and Kyle is someone who makes premium feel fresh. We’re thrilled to work with him as we continue to establish ourselves within the fashion industry.”

Eligible fans interested in the sweepstakes can enter via www.mycooler.com/securethebag or scan the QR codes on in-store “Secure The Bag” signage. Custom “Secure The Bag” cans will be rolling out at retailers nationwide throughout the month of August and the sweepstakes will run through October 1st, followed by the announcement of the grand prize winner.

For more information and program updates, visit www.stellaartois.com, follow @StellaArtoisUSA on Instagram and Facebook and @StellaArtois on Twitter.

About POTR by Yoshida & Co.

The new brand "POTR" by Yoshida & Co. is based on the concept of LIFESTYLE. Since its establishment in 1935, Yoshida & Co. has been manufacturing bags with the founder's spirit of "heart and soul into every stitch" and a commitment to MADE IN JAPAN. We are pleased to announce "POTR" as a new brand following "PORTER" and "LUGGAGE LABEL."

"POTR" will utilize our experience in manufacturing cultivated over its 87-year history to continue offering products close to the lifestyle that only Yoshida & Co. can produce.

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 3-Step Pouring Ritual to guarantee a perfect experience of this gold standard lager. Visit www.stellaartois.com for more information.

About Anheuser-Busch

At Anheuser-Busch, our purpose is to create a future with more cheers. We are always looking to serve up new ways to meet life’s moments, dream big to move our industry forward, and make a meaningful impact in the world.  We hope to build a future that everyone can celebrate, and everyone can share.  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 loved 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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