At Wimbledon, tradition is everything — and that includes the all-white dress code. But this year, it’s not just the players following the rules. Stella Artois has joined the style game with a limited edition can that trades its iconic red and gold for a sleek white design, in line with the tournament’s famously strict sartorial standards.
Unveiled by global icons David Beckham and Maria Sharapova, the reimagined packaging stays mostly white, save for a subtle flash of colour — a clever nod to the official rule that allows only a trim of contrast. It’s a bold branding choice that connects Stella’s identity with the prestige of the SW19 courts, while maintaining its premium aesthetic.
The campaign blends fashion, heritage and sport, positioning the beer not just as a drink of choice for spectators, but as a stylish accessory for the season. This isn’t just product redesign — it’s a visual alignment with one of the most elegant events in the global sporting calendar.
More than a simple tribute, the campaign shows how brands can reinterpret event codes without diluting their own image. By literally dressing for the occasion, Stella Artois reminds us that in Wimbledon’s world, style and tradition go hand in hand — even on a can.
