• by Danielle Oster , June 28, 2024

Beer meets bear for the second consecutive year.

Ahead of season three of FX’s “The Bear,” which debuted on Hulu June 26, the show partnered with Stella Artois for a cross-promotional campaign, including a content series and event marketing.

FX and Stella Artois hosted “A Beer With The Bear” celebratory culinary event last Thursday in Los Angeles, featuring a “chaos” menu mixing fine dining and casual cuisine inspired by the food-focused series.  Corey Hendrix (who plays the character Sweeps on the show) was there to tease the upcoming season. The event served as an extension of the brand’s “Let’s Do Dinner” platform connecting Stella Artois to dining experiences.

As part of its “Stella Artois Drop Shop” hub, the brand will will give fans the chance to win items including neon Stella Artois signs from the show, custom chalices, a “The Bear x Stella Artois” apron, and Hulu memberships.

A custom content series from Stella Artois will feature Hendrix alongside Abby Elliott (who plays Sugar on the show), discussing their experiences filming "The Bear"'s third season. Videos will appear before episodes of the series on Hulu, ensuring the brand will be seen by fans of the show. Additionally, the campaign includes a product placement component, placing Stella Artois in “key moments” of the show’s action.

The campaign marks a continuation of FX and “The Bear” partnering with Stella Artois, following last year's effort, which featured activations including a “Second Course” culinary event in Chicago, bar pop-up events, promotional content, and in-show placements.