Stella Artois has unveiled plans to mark its partnership with the Wimbledon tennis championships, including limited edition packaging.

At the forefront of Stella Artois’ Wimbledon trade programme is its new limited edition packaging for both bottles and cans, including a premium white and red design wrap for its limited edition 660ml bottle to stand out on shelf.

The partnership is supported by a new marketing campaign that brings to life the shared humble beginnings of the sporting event and beer brand.

“We are thrilled to mark our return as The Official Beer of The Championships, Wimbledon with a full range of on and off trade activity throughout the UK,” said Jess Markowski, head of trade marketing at Stella Artois.

“This partnership gives us a unique opportunity to further enhance our distinct premium credentials. From our bold limited edition packaging and off-trade activations, to the variety of Wimbledon experiences we’re making available at bars around the country, we want to make Stella Artois the obvious choice for anyone enjoying this tournament, either when hosting a viewing party at home or watching a match together with friends in a bar.”