Stella Artois Brings Back the Foam Finger to Chicago and Washington, D.C., for March Madness

This March Madness, Stella Artois is bringing its signature Perfect Serve ritual — a crisp, golden lager poured with precision and finished with its iconic two-finger head of foam — to life for fans with an interactive “Perfect Serve” challenge, making the tournament experience more rewarding while bringing fans together over a perfectly poured chalice.

As college basketball fans gather for March Madness, Stella Artois is transforming select bars across Chicago and Washington, D.C., into spaces where fans can bond over a perfectly poured chalice and turn game time into a more rewarding experience, with the chance to win a year’s worth of Stella Artois — and maybe make a new friend along the way.

The “Perfect Serve” Challenge:

• Across Chicago and Washington, D.C., select bars will be giving out foam fingers and Stella Artois chalices, inviting 21+ fans to go out to bars in the city and find these special-edition, two-finger foam hands and chalices.
• Fans can match their foam finger with someone else in the bar who has a Stella Foam Chalice (and vice versa) to enter for a chance to win a year’s worth of Stella Artois.

Tapping into the deep-rooted history of college basketball fandom and the brand’s signature two-finger head of foam as part of the “Perfect Serve,” Stella Artois is bringing the foam finger back to March Madness so fans will be able to cheer on their teams with a special-edition, two-finger foam hand and Stella Artois Chalice. These unique designs serve as a memorable reminder that the Perfect Serve of Stella Artois is always poured with a two-finger head of foam for premium taste.

• The “Perfect Serve” Challenge invites patrons to enjoy the Perfect Pour of a Stella Artois while participating in a unique game:
• Guests who receive a limited-edition foam finger from a Stella Artois brand ambassador are tasked with finding a fellow fan who has a foam chalice, and vice versa.
• Once a pair is united, they snap a photo together, capturing a new connection.
• Each foam novelty includes a QR code that directs participants to a website where they can upload their photo and enter for a chance to win a year’s worth of Stella Artois. The grand prize celebrates the value of making time for one another.