Stella Artois Beer Gets Into The Sunscreen Biz

We’ve seen beer companies partner with anything from mustard makers and meat producers, but sunscreen oil?

Here’s the deal….

Let’s start by dispelling the obvious, and we’ve gotta admit to being a bit disappointed, there’s no Stella Artois beer in this all-new sunscreen oil… What they do share is a little branding and even that’s a bit of a stretch.

In 2020 the brewery, which is owned by brewing giant Anheuser-Busch InBev, introduced a new beer variation to its family. Originally positioned as a summer seasonal that they returned in December to celebrate the Winter Solstice (and who doesn’t want to celebrate that?), Stella Artois Solstice Lager is a 4.5% ABV light (read: less calories) Golden Lager that is now available year-round.

To remind consumers that the brand’s only other variation, like the sun, is still around, Anheuser-Busch partnered with Soleil Toujours a prestigious producer of sun care products and came up with Soleil Toujours Solstice Shimmer Oil Sunscreen SPF 30.

Soleil Toujours Solstice Shimmer Oil Sunscreen SPF 30 is made from key ingredients like Acai Berry, Coconut, Sunflower Seed, which help hydrate the skin and provide antioxidant protection against free radicals caused by environmental stressors such as ultraviolet light and pollution.

What it’s not made with is beer, which can actually act as a skin nutrient as well, and might have helped this collaboration make more sense.

“With such a powerhouse name like Soleil Toujours, we’re glowing over our break into beauty with the launch of our Solstice Shimmer Oil Sunscreen SPF 30 that’s made specially for enjoying the sunny weather with a Stella Artois Solstice Lager,” said Lara Krug, VP of Marketing, Stella Artois. “Now everyone can enjoy the two best accessories for a day of sun-safe fun spent lounging outdoors with loved ones.”

Unlike other collaborations, you won’t even be able to pick up a tube of the sustainable sunscreen on your next beer run. But starting June 20, Solstice Shimmer Oil Sunscreen SPF 30 will only be available at the Soleil Toujours website.

And even though there’s no beer in it, each bottle of the sunscreen will come with a QR code to provide further information about Stella Artois Solstice Lager, so there is that.

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(All image credits: Stella Artois / Soleil Toujours)