Beefeater Gin teams up with Bastille, the popular UK band, for a cultural project, The Beefeater Alchemy Project, set to draw inspiration and encapsulate the artistic spirit of Europe. Together, they are creating a documentary film and a music track, which will be produced in London from the best sounds, ideas and trends absorbed during a continental tour across Europe.

To support the idea of craftsmanship behind the Pouring Ritual, Stella Artois launches an inspirational project, The Connoisseur Series, that goes live on the brand’s newly launched UK YouTube channel. The series of clips come as video portraits of renowned quality craftsmen, “connoisseurs,” who use their special rituals to do magic in their field of professional interest.