For the past three years, Belgian-beer brand Stella Artois has partnered with Water.org to help promote the charitable foundation’s mission of providing safe water to homes around the world without access. This year, The Brass Tap has joined in the partnership, offering a three-month promotion and marketing campaign to raise money for the cause.
The Buy A Lady A Drink campaign, one of Water.org's flagship efforts since the promotion was launched with Stella Artois in 2015, was created to leverage Stella’s international marketing and distribution network to provide relief for people in developing countries who lack access to safe water, a crisis that disproportionally affects women.
In 2017, just as Stella renewed a commitment to extend the promotion another four years, The Brass Tap pledged its support to the campaign. Heather Boggs, The Brass Tap’s chief marketing officer, said the franchise was inspired to join after learning of Stella Artois’s passion for the project.
“Each year, we go to our brewing partners looking for projects and causes that we might be able to get involved with,” Boggs said. “Stella is so excited about the Buy A Lady A Drink campaign, it made us excited to get involved. This is a really noble project, and it’s something we feel strongly about supporting.”
For three months in 2018, Stella Artois will be donating one month’s worth of safe water to people in need for every pint of Stella sold. To make the most of that offer, The Brass Tap will be promoting Stella with happy-hour specials, including $4 pints of Stella, and limited-edition glassware that customers who purchase Stella can take home. The promotion will be advertised on The Brass Tap’s website and all of its social media platforms for the duration of the promotion.
The increased exposure that The Brass Tap brings to the Buy A Lady A Drink campaign will help to fuel the campaign’s mission of providing 3.5 million people with reliable, long-term access to safe water by 2020. To date, the campaign has provided access to five years of clean water to more than 800,000 people in the developing world. And The Brass Tap is not the only high-profile name supporting the effort. Matt Damon, the co-founder of Water.org, has been an ardent and vocal supporter of the campaign, appearing in television ads to raise awareness.
“I have four daughters and it’s tough to imagine them having to walk for hours every day to get clean water, as so many women around the world do,” Damon said in a press release for Stella Artois. “We want to put an end to these journeys.”
Boggs said The Brass Tap’s participation in the Buy A Lady A Drink campaign represents an extension of the franchise brand’s commitment to supporting the various communities it serves, however those communities may be defined.
“Our entire business model is designed to support our local communities,” Boggs said. “By partnering with craft breweries that are local to each of our restaurants, we’re supporting small businesses every day. When we participate in charitable efforts, we try to think of our larger communities. Last year we supported the No Kid Hungry campaign to end child hunger in America, and that was something that was very important to everyone on our team. With the Buy A Lady A Drink campaign, we’ve seen that same level of passionate, personal commitment both from people in our corporate office and in our restaurants. This is an issue that affects far too many people, and we’re proud to be contributing to a solution."