Even as tennis leans into maximalism—with neon kits and graffiti courts—Wimbledon remains the sport’s last sartorial stronghold. The all-white dress code is non-negotiable, famously fastidious, and oddly elegant. Stella Artois saw not a constraint, but a creative opportunity: if players can’t flex color, then flex craftsmanship. Enter the Wimbledon 2025 can.
The can is all-white save for a whisper of purple and green—the only trim allowed by the tournament’s rules. It trades in printed labels for embossing, raising the Stella Artois wordmark and filigree in a way that makes aluminum feel bespoke. It’s not beer packaging; it’s packaging in uniform.
This isn’t Stella’s first Wimbledon tribute, but it’s the first that truly follows the rules. No gilded logos or loud stripes. Just the brand proving it can show up with restraint and still stand out. It’s echoed across touchpoints too—with David Beckham styled in full white in the campaign, the can positioned as a fashion accessory, not just a beverage.
For a heritage beer brand, it’s a savvy signal. Stella isn’t just sponsoring Wimbledon—it’s respecting the game, understanding the culture, and flexing design muscles in the subtlest way possible.
