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Jones Knowles Ritchie were brought in to design an embossed stemmed pint glass to enhance the experience of drinking Stella in public outlets. The agency drew on the craftsmanship and continental roots of Stella to create a unique glass chalice.
Aesthetically pleasing, the elegant vessel is also highly functional, designed to keep the beer 23% cooler. Beer quality is also enhanced by the fact that the chalice cannot not be stacked, reducing the risk of unhygienic contamination, while the concave shape retains the head for longer.
In 2007, 1.9million glasses were distributed to 57,000 Stella stockists. In outlets where the chalice has been introduced, sales have gone up 4.5% against a market decline of -5%. The glass has generated £1.5million extra profit (a 30-fold return on investment), and consumers are enjoying the improved drinking experience. 82% of drinkers find the chalice more stylish than your average pint glass, and 23% claim that Stella tastes better served this way.
Silver
Point of Sale
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