David Beckham Named “Official Ambassador” For Stella Artois Beer

What, Anheuser-Busch couldn’t afford Posh Spice?

Here’s the deal…

On March, 12 Anheuser-Busch InBev the brewer of the nearly century-old brew, Stella Artois,  introduced the former soccer superstar as its “Official Ambassador” the new face of its beer.

And although the world’s biggest brewer was unable to reel in Beckham’s wife, Posh Spice (Victoria Beckham), as an additional spokesperson, securing the talents of one of the greatest and most recognizable soccer players of his generation is an impressive “get.”

Beckham is considered to be a British cultural icon. And in addition to his marriage to former Spice Girl Victoria Beckham in 1999 he still ranks as the highest-paid player in the world having earned over $50 million in one year.

Beckham retired in May 2013 after a 20-year career but remains a global ambassador for the sport and now a global ambassador for beer.

And what good is having David Beckham as Stella Artois’ “Official Ambassador” if you’re not going to showcase him in a clever video hyping the beer?

Part of a year-long campaign created by the team at GUT Miami that will run alongside digital and out-of-home advertising from JKR London, “A Taste Worth More,” satirically positions Beckham as a soccer icon who’s less recognized than Stella Artois beer.

“I’m pleased to partner with Stella Artois and excited to celebrate the importance of genuine moments with family and friends,” said David Beckham. “The brand and its distinctive taste has been a favorite for years.”

Now owned by Anheuser-Busch, Stella Artois is a Belgian-style lager with a heritage that reaches back to 1366.  According to CNN the premium beer brand “has lost volume share in four out of the last five years in the US, as drinkers shifted their preferences” which may be why the world’s #1 brewer is calling Beckham off the bench.

It’s been a rough year for Anheuser-Busch in the US. Once the #1 beer, Bud Light is still hurting from its, brief, but ultimately costly alliance trans influencer, Dylan Mulvaney, and is losing retail  shelf space as some consumers migrate to less polarizing brands.

And with David Beckham as its new “Official Ambassador” Stella Artois beer might be the perfect shelf fit.

“We are thrilled to turn the page on this next chapter in Stella Artois’s rich story, added Chris Jones, Group Vice President of Marketing for Stella Artois.”

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