Stella Artois, whose roots have been tied to Europe for centuries, is bringing the joie de vivre mindset to Toronto this summer. Officially launching June 7, Café Artois is a King Street West takeover that will transform nearly a full city block into a picturesque European streetscape for people to savour this summer.
As part of Toronto’s ongoing commitment to bring people to King Street West, Café Artois will help drive pedestrian traffic to the area known by many as the heartbeat of the city. Pedestrians will be encouraged to stop and enjoy their surroundings, as well as the time they have with the people around them, inspired by the European way of life.
“Stella Artois believes in slowing down to enjoy life’s simple pleasures,” said Mike Bascom, Sr. Director of Marketing for Labatt Breweries of Canada. “We saw the perfect opportunity to work with local businesses and the King Street Pilot to create an environment that echoes the European lifestyle and encourages people to savour their summer while simultaneously sharing our rich brewing history.”
The Café Artois takeover will officially open to the public on Thursday, June 7. Consumers can escape to Europe without leaving the city at Café Artois activations all summer long, including:
- European-inspired patio space on King Street
- Special “Stella Artois & Starters” menu
- Ongoing scheduled entertainment, including live music, games and chalice engraving
“Stella Artois has a rich European history and we share the same savour-driven approach at our restaurant,” said Nick Di Donato, President and CEO of Liberty Entertainment Group and owner of CIBO Wine Bar, one of the many restaurants working with the brand on bringing Café Artois to life. “We knew they would be a perfect partner for our patio extension along King Street.”
The initiative was inspired by a recent study from the brand that examined how Canadians spend their free time. Study results indicate that 77 percent of Canadians are distracted when spending time with friends and barely stop to enjoy the real-time moment, with many watching TV and engaging with their mobile device when at home or out.
“Based on the research Stella Artois conducted, we found that even when Canadians do have free time to spend with others, they are distracted by technology,” continued Bascom. “Café Artois is a destination for people to slow down and enjoy distraction-free moments.”
Café Artois will come to life on King Street at CIBO Wine Bar (522 King Street West), Fynn’s of Temple Bar (489 King Street West), Spice Route (499 King Street West), Bier Markt (600 King Street West) and Elephant and Castle (212 King Street West).
About Stella Artois
Stella Artois is part of a Belgian brewing tradition dating back to 1366. It is the No. 1 Belgian beer in the world and is present in 95 countries. Stella Artois is a bottom fermented, blonde pilsner. It is thirst quenching with a malty middle and crisp finish delivering a full flavour and a hint of bitterness. Stella Artois is best enjoyed served between 3 and 5 degree Celsius and should be served in the unique Stella Artois Chalice according to the 9-Step Pouring Ritual to guarantee a perfect experience of this gold standard lager. Visit www.stellaartois.com for more information.