Wimbledon enforces a strict all-white dress code for players, excluding only minor trim. Stella Artois, a sponsor since 2014, has introduced a special-edition beer can that adheres to this tradition. The can features an all-white design with purple-and-green trim signifying 'Wimbledon 2025.' It is crafted to look upscale, distinguished by an embossed Stella Artois logo. Previous packaging, including white bottles in 2023, had more colorful elements. This new can aligns with current trends in tennis apparel while showcasing the brand's creative adaptation.
Stella Artois has paid homage to the Wimbledon dress code in special-edition packaging before. In 2023, retail outlets in the U.K. sold white bottles with vertical green and purple stripes, but the bottles had plenty of colorful ornamentation that wouldn't have made the cut if a player wore it on a polo shirt, like a full-color Stella Artois logo and golden text.
Now Stella Artois, which has sponsored the Wimbledon championships since 2014, has taken that dress code as inspiration. All white except for purple-and-green trim that says 'Wimbledon 2025' for the occasion around the top, the can is embossed with a raised Stella Artois wordmark and embellishments that gives it an elevated look.
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