The Weekly Beer Brief recently caught up with Rick Oleshak, director – Stella Artois, to get an inside look at this weekend's Kentucky Derby.
Weekly Beer Brief: What makes Stella Artois a good fit as the official beer of the Kentucky Derby?
Rick Oleshak: The sophistication and ritual associated with Kentucky Derby weekend is a great fit for our brand. It is an excellent chance to launch our second promotional window of the year, focusing on Belgian heritage, with the premiere of a new TV spot – "World Trade Fair" – during Saturday's Derby broadcast on NBC Sports. In addition, the iconic Stella Artois Chalice will join the iconic mint julep as the drink of choice at the Kentucky Derby this weekend. We anticipate more than 40,000 consumers in Louisville will enjoy a wonderful Stella Artois in a commemorative Chalice this weekend.
WBB: Besides the actual day of the Kentucky Derby, how else are we leveraging this sponsorship leading up to the Derby?
Rick Oleshak: Our support for this event goes beyond just the day of the race. We have been able to participate in many exciting opportunities leading up to the Derby, such as the sponsorship of the high-end 'Taste of Derby' food & wine event, a half-page print ad in Friday's Kentucky Derby special section in USA Today, and our sponsorship of Julien Leparoux – the jockey who is slated to ride pre-race favorite Union Rags in the 138th Kentucky Derby. Julien's jockey silks will also prominently feature Stella Artois branding during the race.
WBB: During the broadcast of the Derby, where can we look for Stella Artois' presence?
Rick Oleshak: We have multiple locations where Stella Artois will be prominent on Derby day. First, our latest television commercial will celebrate a proud achievement from Belgium – Stella Artois. Second, the iconic Chalice will get a special makeover with Kentucky Derby branding for race day – a clever take on the mint julep tradition. Finally, Stella Artois will be visible throughout Churchill Downs – on the Jumbotron, track,
WBB: Are there upcoming plans to expand Stella Artois' partnership with other horse racing events?
Rick Oleshak: We are eager to ride along with jockey Julien Leparoux as he races Union Rags in the Kentucky Derby on Saturday. With our sponsorship of Julien, we have several appearances and media interviews lined up, as well as an option to ride along with him as he continues his quest for a Triple
WBB: If you had a horse in the Derby, what would its name be?
Rick Oleshak: Considering our exciting new activation behind the Kentucky Derby, "Thing of Beauty," a take-off of our Stella Artois tagline, "She is a thing of beauty," seems very appropriate.