Stella Artois Opens Father’s Day Shopping Destination

The beer brand pops up in Toronto for Father's Day with chalices and timepieces

Stella Artois is aiming to make the search for the perfect Father’s Day gift a little easier with the launch of its first pop-up store, the Stella Artois Gifting Shoppe.

Located in downtown Toronto and created in partnership with men’s retailer Gotstyle, the 3,800 square foot shop is stocked with a curated collection of men’s essentials, such as timepieces, leather goods, grooming items, as well as a selection of Stella Artois chalices, notebooks and foam head cutters.

According to the brand, each item in the store was hand-picked by retail partners and gifting experts, and appeals to four male archetypes: The Sportsman, The Craftsman, The Globetrotter and the Outdoorsman.

“We looked at Father’s Day and we just thought this is an occasion that historically has been a little overlooked by marketers,” said Sarah Newburugh, marketing manager for Stella Artois. “We stand for bringing out the discerning gentleman in everyone so when we look back at who’s the most discerning gentleman in everyone’s life, people usually say it’s their father, so we thought let’s celebrate that relationship.”

Gifting Shoppe patrons can also take part in Stella Artois sampling; taste cheeses infused with the lager, and have their Stella Artois chalice engraved on the spot with the message of their choice.

Along with its experiential agency of record Mosaic, the brand is promoting the Stella Artois Gifting Shoppe via digital ads on Facebook and Twitter, and with print ads currently running in several Toronto lifestyle magazines. UM did the media buy, and Veritas Communications is handing PR.

Other retail partners involved include the Cheese Boutique and grooming studio Mankind.

The Stella Artois Gifting Shoppe is open to the public from June 1 until June 15, and is located at 399 Queen Street West, and online at StellaArtoisShoppe.ca. The site will live on after the shop has closed.

Consumer Articles

Flipp improves its shopping app

New features hope to attract more of Canada's mobile-enabled shoppers

The changing face of Boxing Day

Competition from Black Friday and better-informed consumers have affected the biggest shopping day of the year

Coke targets foodies as consumers dodge sodas

As tastes evolve, Coke says it can be paired with more than pizza and wings

Ourdata offers a more charitable ad blocker

B-corp's 'ad enabler' wants to help both publishers and consumers with 'data union'

Ethnic retailing is moving from niche to mainstream

Canadian consumers are changing, but too few retailers are paying attention

Increased demand drives Grocery Gateway’s growth

Longo's CEO says online grocery shopping has 'come of age'

Localize labels talk to consumers about food sourcing

QR codes and a scoring system tell Ottawa shoppers where they're buying from

Consumer shifts put retail hiring at record low

Online shopping and automation means fewer positions to be filled on the floor

A CEO’s tips for using DIY video in consumer marketing (Column)

Vidyard's Michael Litt argues against outdated 'text tunnel vision'