The on-pack giveaway is running on more than 1.3 million packs in all major multiples, independents and wholesalers in the run-up to the Stella Artois National and World Draught Master competitions in October, which celebrate the lager’s pouring ritual.
To claim their free glass, consumers need to buy two promotional packs of 15 or 18x28.4cl Stella Artois and enter the unique code online at stellaartois.com/wdm2010.
Marketing director James Watson said: “Stella Artois is a pioneering brand that stands for heritage and quality, so we are focusing very much on the perfect pour to ensure consumers have the ultimate drinking experience every time – whether out at the pub or at home with friends.
“The chalice glass is designed to keep the liquid colder for longer and is shaped to complement Stella Artois by retaining the flavour of the beer while delivering just the right amount of head.”
Last month the brand launched a poster and TV campaign as part of a broader, global campaign for the lager.