Forget WFH, Stella Artois Wants You to “Work From Bar” (WFB) During the FIFA WorldCup 2026™

With Nearly All Weekday Matches Taking Place During U.S. Working Hours, Stella Artois is
Putting $100K of its “Marketing Budget” Towards Helping Fans Expense Their Matchday Stellas

St. Louis, Missouri. – June 2, 2026 – Building on its mission to champion authentic fan celebration,
Stella Artois, a Proud Sponsor of the FIFA World Cup 2026™, is tackling the ultimate calendar
conflict: the weekday match.

With most weekday games taking place during U.S. working hours*, the Stella Artois brand is
introducing ‘Work From Bar’ (WFB) for the millions of fans balancing their 9-to-5 and weekday
matches – inviting 21+ fans to swap the desk for a bar seat to experience the game where the
real energy lives.

Chris Jones, VP of Marketing for Premium Brands at Anheuser-Busch, said: “‘Work From
Bar’ is built on a simple belief: the best moments of the tournament happen in the stadiums
outside the stadiums, where the real energy of the game lives. With so many matches taking
place during the workday, this is a rare cultural moment that deserves to be experienced
together in a bar – not from behind a desk. Whether it’s coworkers swapping conference rooms
for bar stools or employers giving their teams permission to be a part of the action, WFB is
about creating space for genuine human connection around the world’s biggest sporting event.”
Fans can experience WFB both in-person and nationwide. The new initiative encourages fans to
trade their desks in office or at home for their local bar, bringing their laptops along with them to
WFB — and Stella Artois is putting up $100,000 as an extra incentive to do so.

From 9 a.m. to 5 p.m. during FIFA World Cup 2026™ weekday matches, fans 21+ can head to
their local bar or pub and, after purchasing a Stella Artois 0.0 or Stella Artois, submit their
receipt as an “expense report” at stellaartois.com/workfrombar/expensereport for
reimbursement.

Beginning June 28 for the knockout rounds, NYC-based fans can check out the Work From Bar
HQ popping up at Brookfield Place, featuring a full sports bar in the heart of the bustling
downtown Manhattan complex. The space will feature plenty of TVs and outlets, plus a bookable
conference room. Starting June 22, you can sign up to book the conference room HERE and
prepare to bring the energy of the “stadiums outside the stadiums” to life during the workday.
As the #3 premium tap handle in America1, Stella Artois has long been at home in bar culture
and believes the unfiltered passion of the FIFA World Cup 2026™ is best experienced
collectively. WFB is the perfect opportunity for colleagues to come together during the workday,
bringing their laptops to the bar and connecting in-person over a once-in-a-generation cultural
event.

WFB marks the beginning of Stella Artois’ summer, bringing its “Taste Worth More” platform to
life through curated experiences. Fans can submit their “expense reports” for reimbursement at
stellaartois.com/workfrombar/expensereport . For more information, visit www.stellaartois.com
and follow @StellaArtoisUSA on Instagram and Facebook and @StellaArtois on YouTube and
X.

*86% of all FIFA World Cup 2026™ matches have a scheduled start time between 9 a.m. to 5
p.m. in at least one of the four U.S. mainland time zones, from Eastern Standard Time to Pacific
Standard Time.

1Source: NIELSEN CGA, L52W ending 12.27.25
STELLA ARTOIS® WORK FROM BAR REBATE: Open to AK, CA, CO, CT, DE, DC, FL, GA, IA, ID, IL,
KS, KY, MA, MI, MD, MN, MS, MT, ND, NE, NJ, NH, NM, NV, NY, OH, OK, RI, SC, TN, VA, VT, WA, WI
and WY residents, 21+. Offers vary by state. Offers end 7/19/26 or when total redemptions of Stella Work
From Bar rebates reach $100,000, whichever comes first. Visit
www.stellaartois.com/workfrombar/expensereport for details. Void where prohibited.

With nearly all FIFA World Cup 2026™ weekday matches falling during U.S. working hours, Stella Artois is making sure the dedicated fans who live and breathe the sport don’t miss a moment – and still have the best seat in the house. 

As a Proud Sponsor of the FIFA World Cup 2026™, Stella Artois is introducing “Work From Bar” (WFB) — a new initiative encouraging fans to swap their desks for their favorite local bar so they don’t miss a single moment of the tournament. And to celebrate one of the most passionate fandoms in sports, the brand is putting $100,000 toward covering fans’ matchday tabs nationwide.

Stella Artois wants fans to experience WFB both in-person and nationwide, by trading their desks at home or in the office for a seat at their local bar. By bringing their laptops along to WFB, fans can work where the action is — surrounded by fellow local soccer-goers so they never miss the unforgettable moments, electric energy, and cultural buzz that brings us all together for the biggest event in sports.

Here’s how fans can participate in Stella’s WFB fun:

• WFB Expense Report: From 9 a.m. to 5 p.m. during FIFA World Cup 2026™ weekday matches, fans 21+ can head to their local bar or pub and, after purchasing a Stella Artois,  submit their receipt as an “expense report” at  stellaartois.com/workfrombar/expensereport for reimbursement. 
• WFB HQ: Beginning  June 28 for the knockout rounds, NYC-based fans can check out the Work From Bar HQ popping up at Brookfield Place, featuring a full sports bar in the heart of the bustling Manhattan building. The space will feature plenty of TVs and outlets, plus a bookable conference room.
  • Starting June 22, you can sign up to book the conference room HERE and prepare to bring the energy of the “stadiums outside the stadiums” to life during the workday. 

About Stella Artois:

Stella Artois® is a Belgian-style lager and part of a brewing tradition of crafting the finest lager
with quality ingredients since 1366. Known for its malty middle and crisp finish delivering a full
flavor and a hint of bitterness, this beer is recognized internationally for its excellence and taste.
Stella Artois is best enjoyed in the iconic Chalice according to the 5-Step Pouring Ritual to
guarantee a perfect experience of this gold standard lager. Along with its classic lager, Stella Artois also offers Stella Artois 0.0, a non-alcohol brew with the same refreshing taste. Visit
www.stellaartois.com for more information.

About Anheuser-Busch:

At Anheuser-Busch, our purpose is to create a future with more cheers. For more than 165
years, we have delivered a legacy of brewing great-tasting, high-quality beers that have satisfied
beer drinkers for generations. As a leading American manufacturer and the nation’s top brewer,
we drive economic prosperity nationwide through investments in our people, facilities, and
communities. We are the only brewer that invests in the U.S. at this scale.
We make the nation’s most iconic beers, ready-to-drink spirits and beyond beer brands,
including Michelob ULTRA – America’s #1 top-selling and fastest-growing beer – Busch Light,
Budweiser, Bud Light, Stella Artois, Cutwater Spirits, NÜTRL Vodka Seltzer, BeatBox,
industry-leading craft beers and non-alcohol beers like Michelob ULTRA Zero. From our
longstanding efforts to support American farmers, military, veterans, and first responders, to
emergency drinking water donations and responsible drinking programs, we are guided by our
commitment to the communities we call home and the 65,000 hardworking Americans who
bring our beer to life. That’s who we are. For more information, visit www.anheuser-busch.com
or follow Anheuser-Busch on LinkedIn, X, Facebook, and Instagram.

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