[Success story] Stella Artois: Enhancing brand activation by engraving the iconic chalice
Stella Artois
Using personalisation to reinforce brand identity
|
|---|
| Stella Artois is one of the world’s most iconic beer brands, with a heritage dating back to 1366 in Leuven, Belgium. Now part of AB InBev, the brand is renowned for its longstanding commitment to craftsmanship, quality and premium experiences. Available in more than 120 countries, Stella Artois continues to combine tradition with innovation to strengthen its global presence and connect with consumers worldwide. |
Stella Artois & Gravotech partnership | |
|---|---|
| Beginning of the collaboration | 2023 |
| Gravotech machines in use today | Custom M20 v3 |
| Custom machines development time | 90 days |
| Number of Gravotech machines installed | More than 200 |
| Number of countries | 50 |
The Stella Artois & Gravotech partnership story
Stella Artois’ iconic chalice has long been a signature expression of the brand’s identity. With its gold rim and distinctive star-shaped stem, the chalice elevates the drinking experience by enhancing the beer’s floral notes and delivering a crisp, refreshing finish.
Stella Artois was looking for a mobile, reliable engraving solution to support its growth and deliver premium experiences at brand events. Previous trials with local laser manufacturers failed to provide a versatile, dependable system that could be easily transported between events and quickly set up.
Stella Artois partnered with Gravotech to deliver a flawless customer experience. To further strengthen brand loyalty around its iconic chalices, the company needed high-quality engraving machines capable of adapting quickly to strong demand for new and limited-edition designs.
Gravotech rose to the challenge and met Stella’s expectations with a bespoke, compact engraving station tailored for event operations. Read on to discover more about this successful collaboration.
1st challenge: Portability and travel-ready performance
A personalisation system designed for events
The engraving machines needed to be:
- Portable so they could be easily transported between events.
- Durable and reliable to withstand repeated travel.
- Compact design suited to space-constrained venues.
- Plug & Play for easy setup and use by non-technical operators.
Personalised engraving was introduced as a central feature of Stella’s key events, showcasing the brand’s innovative thinking while reinforcing its traditional values and heritage. It was therefore essential for the engraving machines to deliver a premium experience and strengthen brand engagement.
How did Gravotech address this challenge?
Among Gravotech's solutions, the M20 engraver stood out for its compact size and versatility, making it perfect for event use. With this machine, Gravotech combines robust engraving technology with ease of use, portability, and reliability.
A purpose-designed reinforced travel case with wheels makes the M20 the ideal engraving machine for events and travel retail.
However, while the M20 was the ideal choice in terms of technology, ergonomics, and portability, it presented a challenge: its engraving system relied on a rotary device, which initially limited its ability to engrave multiple chalice sizes. This technical constraint needed to be addressed to fully meet Stella Artois’ needs.
The latest version of the M20, the M20 X, is now available.
2nd challenge: Engraving multiple chalice sizes
Accommodating multiple chalice sizes
To support Stella Artois’ marketing strategy, the engraving machines needed to accommodate several chalice sizes. This required high system adaptability to ensure perfect engraving on each variant.
A bespoke system design was essential to enable seamless adjustments to different chalice dimensions within a compact machine. A demanding brief that Gravotech’s R&D team was eager to take on.
Are you facing similar challenges?
Contact an expert
How did Gravotech address this challenge?
Gravotech’s product portfolio did not include a compact machine capable of engraving all chalice sizes. A bespoke version of the M20 engraver was developed in close partnership between Stella Artois and Gravotech’s R&D department.
By integrating components from other models, Gravotech engineers developed a versatile solution capable of accommodating different chalice sizes, meeting both current and future needs, whilst ensuring efficient operation.
Are you facing similar challenges?
Contact an expert
| "Leveraging standard components from other models allowed us to rapidly design and deliver a fully customised machine in time for AB InBev’s flagship event of the year. It also gave Stella Artois the confidence that their new and unique machine was built with proven, reliable components – with support from Gravotech local teams anywhere in the world.” Michel TISSUT, Group Key Accounts Director - Personalisation Equipment, Gravotech |
|---|
3rd challenge: A branded machine that embodies the brand
A branded machine that embodies Stella Artois
It was essential for Stella Artois that their new engraving machines reflect the brand’s identity both visually and experientially, and enhance customer engagement at events.
The machine had to be:
- Recognisable as a Stella Artois asset.
- Designed to match the brand’s visual identity.
- Seamlessly integrable into premium activations.
This wasn't just about providing a functional and adaptable engraving solution; it was about crafting a machine representing Stella Artois's spirit.
How did Gravotech meet this challenge?
Gravotech met this requirement by customising the M20 engraving machine in Stella Artois’ signature white and red, with the brand’s iconic logo prominently displayed. The result was a distinctive, visually striking engraver that has become an integral part of Stella Artois’ presence at events.
This branding not only reinforces Stella Artois’ premium image but also aligns the engraving process with the high-value chalices, highlighting the exclusivity of the personalised experience. A bespoke software solution was also developed, designed to reflect the brand’s identity while enhancing the consumer experience through an interactive and immersive interface
These bespoke machines are today a signature feature of Stella Artois events.
Are you facing similar challenges?
Contact an expert
From concept to execution in record time
Gravotech’s rapid development from November 2023 to the first machine unveiling at SAMCOM in January 2024 set a new benchmark in efficiency thanks to a streamlined approach:
- Components from existing machines were integrated during the design and development phase.
- Custom machine branding was also developed to match the Stella Artois brand image.
- Agile software development methods ensured the rapid delivery of an effective solution.
Gravotech provided training videos, webinars, and priority support, and it sent experts into the field to support and train wholesalers at events.
|
| "Gravotech’s rapid turnaround from concept to deployment was testimony to its engineering expertise. It delivered a set of specialised machines to Stella Artois: reliable, mobile, and easy to use. Our dedicated training platform enabled the wholesalers to operate the engraving machines flawlessly, ensuring maximum impact with every activation and meeting Stella’s high standards." Michel TISSUT, Group Key Accounts Director - Personalisation Equipment, Gravotech |
|---|
Gravotech’s tailor-made solution
A game-changer for Stella Artois
Unmatched customer engagement
Initial stakeholder feedback was overwhelmingly positive. Customer engagement was strong, with demand exceeding supply in key markets. The personalisation of chalices has deepened the emotional connection to the Stella Artois brand, creating memorable experiences that foster customer loyalty. Shared across social media, these moments further amplify Stella Artois’ reach and brand visibility.
U.S. activations
In 2024 alone, over 100 machines were deployed at numerous retail locations and events, including the SAMCOM event, where over 3,000 guests had the opportunity to personalise their own chalice.
European activations
This interactive engraving experience featured at some of Europe’s most prestigious sporting events, including Wimbledon and Roland-Garros, where VIP guests and tennis stars alike enjoyed using the M20 engraving machine, now known as The Chalice Engraver.
Other standout moments included the London finals of Stella Artois’ Draught Masters competition, where bartenders from around the world compete to pour the perfect chalice of Stella Artois, as well as the brand’s annual international meetings at its historic brewery in Leuven, Belgium.
Gravotech’s customised engraving machines have further reinforced Stella Artois’ premium positioning, demonstrating how tailored innovation can transform customer engagement. This collaboration showcases Gravotech’s ability to adapt, innovate, and deliver bespoke solutions that bring brands to life.
Partner with Gravotech to elevate your brand activations and create memorable experiences that leave a lasting impression.
