There are beers that can be rushed. And there are beers that you savor. Stella is a beer crafted to truly enjoy over 20 minutes… not finish on-the-go. But today it’s hard to get anyone’s attention for a few seconds, let alone 20 minutes. So how did we encourage millennial drinkers to find the time needed to properly enjoy a Stella? By tapping into one thing they’re taking time for: mindfulness and self care. All it took was a thousand year-old meditation technique, a 600-year-old beer, and 20 minutes.

Enter STELLASPACE – the world’s first mindful audio guide to drinking a beer.

Borrowing mindfulness techniques and incorporating beer tasting notes throughout, STELLASPACE is a 20 minute sensory guide to being present and enjoying the moment that encourages drinkers to become less distracted and aware of their senses, and truly savor a Stella Artois.

When was the last time you really savored a beer? Today it’s hard to get anyone’s attention for a few seconds, let alone 20 minutes. As the pace of life increases, being busy has become a dubious status symbol of our time. Time is now a luxury, and living well means being present and enjoying the depth of experiences. To cope, millennials spend twice as much as previous generations on self care, propelling mindfulness apps the top of trend lists, and making the US meditation market worth $1.2 billion. Based on this audience insight, we hacked the cultural phenomenon to take drinkers on a journey far from the busy distractions of their lives to a place of presence and savoring.

Welcome to STELLASPACE

0:00-1:00

[Open on a noisy city street soundscape - traffic, sirens, people, etc.]

[We hear a door open and enter a welcoming realm of peace and quiet with low level, friendly social chatter and the clink of Chalices - this could be at a bar or a home in Stella Artois’ Le Village.]

[Female friend welcomes the narrator in European-accented English.]

Bonjour, ca va?

[Narrator acknowledges the friends he has just joined.]

Hey, how you doing. Great to see you.

[Narrator turns to address listeners.]

[SFX: Low level chit chat subsides to silence.]

Hi, I’m Luke Evans. Welcome to STELLASPACE.

You’ve heard of mindfulness - being present in the moment. Well, STELLASPACE is Stella Artois’ version of mindfulness; it’s our way of being connected to the moment, the beer, and to your friends. STELLASPACE is a way to help you make the most out of the time you have and savor the present, right here, right now. Not the past, not the future. It's also a place to heighten your experience of Stella Artois with your full awareness.

Sometimes life can feel hectic. Being an actor, I know a thing or two about a fast-paced life: traveling from place to place, punishing schedules and barely being able to find a moment to take a breath - not to mention slaying dragons, fighting criminal masterminds or turning into a vampire. All the things we have to deal with can keep us from savoring some of the more enjoyable moments in life. Like taking time to enjoy a cold Stella Artois with my co-stars after a long, daunting day.

(Pause)

It is said that the beautiful complexities and wonders in every Stella Artois can only be discovered through attentive, mindful sipping.

To begin our mindful journey today, you will need a cold bottle of Stella Artois, a bottle opener and a glass.

We have a glass made specifically for our beer. It’s called a Chalice.

And of course, you’ll need some friends to share this experience. They will need a cold beer and glass, too... You will also want to have some food or nibbles prepared. Some cured meats and cheeses work well. ?It’s a full-flavored, classic Belgian lager, made with love and care in Leuven (Loo-ven), Belgium, and comes from a heritage and culture of brewing that goes back 600 years. Not quite as long as mindfulness, but I’ll take it.

To fully embrace the European tradition of savoring life’s simple pleasures let’s take some time - 20 minutes to be exact - to really indulge in the art of beer sipping and to get the full experience on all levels.

I invite you to join me in STELLASPACE.

The Pour

1:00-3:00

To start, take a moment to be aware of your surroundings. Silently notice where you are and who is around you.

Sit upright, but not uptight.

Relax your body. Feel the support of the seat beneath you. Focus on your breathing and turn your attention inwards, away from the endless flow of thoughts, distractions and passing impulses.

Now, open the bottle, remove the cap with your bottle opener and pick up your chalice.

Now begin the pour… tilt your glass as you pour the beer. What you’re searching for is the golden ratio of beer to foam. About ¾ of an inch is what you’re after. Take your time and place the bottle down when you’re ready.

[SFX: we hear the glug-glug-glug of the Chalice being filled with beer, soft sounds of carbonation and bubbles.]

Holding the chalice now... as your mind becomes more focused, become aware of your senses.

See with clarity the bright, brilliant, golden beer, and moussey, white foam.

Hear the effervescence and bubbles. Notice other sounds around you, then listen again to the sounds inside the chalice.

Smell the light malt aroma, the spicy floral attributes of European Saaz (Sahz) hops.

Now, feel the weight of the cold Chalice in your hands. It might remind you of European cafe culture… a slower pace of life... just sitting, watching the world go by and taking in the sights.

For me, it’s the garden of a country pub in Wales… my mates around me... usually way too cold and damp to be sitting outside but you make the best of it… [VO tails off, lost in memories.]

[Narrator composes himself.]

Ahem. If you find your mind wandering, pause. Make a mental note of what’s happening. And come back to the present. Notice where you are, what you are doing and see your friends around you.

With a gentle smile, raise your Chalice, look your friends in the eye and say, “Cheers.”

[SFX: sounds of many clinking Chalices, and a social group toasting each other.]

First Taste

3:00-5:00

Now turn your attention inwards once more and begin to anticipate your first taste.

Holding the Chalice by its stem, raise it to your lips. Its gold rimmed circumference should entirely cover your nose.

Breathe in through your nose, slowly and deeply, and out through your mouth.

Inhale… exhale… inhale… exhale… in … out… in … out …

Smell the premium lager beer and know that you’re smelling a premium lager beer.

The foam on the beer is actually called the collar. It’s a delightfully effervescent layer of aroma and texture that deepens the taste experience.

Now, your first sip.

Drink through the collar of foam. Experience the tingling of your foam moustache.

Notice the point where the beer touches your mouth for the very first time. Feel the sensation of the liquid touching every part of your tongue.

Experience the lightness of its body. Notice the coolness. The pleasant effervescence, the clean, lingering mouthfeel.

Hold the beer in your mouth. This is your point of focus: the place where the beer touches your mouth. Become aware of the sensations as the beer moves over your tongue. Whenever you feel your mind wandering, return to this point of focus.

Swallow now with intention, and this time breathe out through your nose with your mouth closed. This is called retronasal breathing. It’s an advanced technique, but it’s OK, I’m a pro.

Keep breathing gently in and out through your nose

The sweet, pleasant opening gives way to a noble bitterness in the finish.

Feel the collective calm as you relax with your friends to enjoy this Stella Artois.

Simply experience yourself sipping.

Sip, and know that you are sipping.

Settling In

5:00-15:00

As you settle in, you might find your mind wandering from time to time, distracted by thoughts or feelings about the questions of the day.

Why is Uber sending me drivers with only 4.5 stars?

How did that avocado suddenly go from rock hard to overripe?

Did I seem starstruck when I met that Hollywood A-lister on set?

This is perfectly normal. When you notice your mind wandering, make a mental note, and return to your point of focus: the sensation of the beer touching your tongue as you sip it.

Holding the Chalice, notice the glass against your skin, the promise of your next sip. The Chalice is cold against your fingers, with a pleasant weight in your hand.

Let’s admire the color: this unique, clear shade of gold. Refracting through the drops of condensation on the Chalice, it can make you question whether you’re about to enjoy a beer or a transformative experience. Of course, with Stella Artois, it’s a little bit of both.

Stay with this feeling for a moment, the ecstatic anticipation of the cold golden liquid meeting your mouth before feeling the tingle of the bubbles and tasting the aromatic flavors. Fully bring your attention to the beer as it travels around your tongue.

Take another sip. Sip, and know that you are sipping.

And breathe. Remember the breathing. Gentle, natural breaths.

By now, we should be about a third of the way down the Chalice. Once more, become aware of any distractions.

Like, how are you supposed to even keep up with all those group chats?

Is you phone still vibrating…?

You might feel an itching to check your notifications.?

Allow yourself to enter a mode of just being. Not reacting, judging or doing. Just be present in the moment and savor the experience of this Stella Artois.

Notice how you feel.

Now, return your point of focus to the chalice and your sense of smell. Raise the glass to your nose. And with your next inhale, notice what you can smell.

Breathe naturally. Your nose has been smelling things all your life and it doesn’t need a special boost now, just because you’re asking it to recognize something special.

Let’s go in for a slightly longer inhale this time. Slowly now, deliberately…through your nose: Innnnnnnhale…… and then gently exhale out through your mouth.

Appreciate those earlier notes of malt and hops, now with richer complexity as the shape of the Chalice concentrates the aroma in the glass.

Now let that go and return to natural breathing and sipping.

Notice the liquid as it touches your mouth.

If you’re new to this sort of thing, you’re not alone. I’m not shy to admit that in my younger days I would throw a beer back before even noticing much about it. Take a moment now to reflect on how you have been enjoying this beer, Stella Artois. Think about how you drank your last beer. How aware were you of your enjoyment? And then notice your current experience

Now you’re getting the hang of this, so let’s try a more advanced technique.

If you have food near you, now’s the time to reach for it.

We suggest prepared or cured meats, and cheeses made from mountain pasture grazing animals ... those will work particularly well.

It used to be cheese & onion crisps for me, but that was then and this is now.

If your cheese is square-shaped and separated by slips of paper, that’s OK. But remember, Stella Artois is a premium lager beer. Simply make a mental note to buy better cheese next time.

Return your point of focus to the beer on your tongue. Living in the present and intentionally acknowledging this very moment helps cleanse the mind of thoughts, distractions and impulses.

Feel the carbonation of the beer cleanse your palate.

Sip, and know that you are sipping.

Imagine a piece of savory country pâté, or sweet, nutty Alpine cheeses, and a baguette.

I want you to notice their shapes, contours, textures and colors.

The pâté is coarse, surrounded by a smooth edge of jelly. The cheese may be soft with a hard rind. Some people like to remove those. I don’t bother.

Now imagine it spread on a thick slice of crusty bread. See yourself pick up the slice and explore your sense of touch. Notice what you feel.

Hard, crusty bread and softer pâté or cheese.

Like the beer, take your time to appreciate the food. Try not to eat the entire piece in one mouthful.

Close your eyes. Bite.

Notice the textures in your mouth.

Chew and taste slowly.

Notice the texture change and tastes mingle.

Notice the intense, savory smells and flavors.

Experience the sensory act of eating.

Now return your focus to the beer. Take another sip and feel it touch your tongue.

Become aware of how the sweet, spicy, subtle bitterness of the beer complements the food.

The mouthfeel created by its light body, effervescence and carbonation cleanses your palate once more.

Think about if you have ever before savored food and a sip of beer this way.

?Now, notice the beautiful complexities and wonders of Stella Artois.

Sip, and know that you are sipping.

Meat, cheese and beer…. Ahh. Sounds like perfection.

And think it’s only your first mindful tasting experience. Wow, isn’t this good?

The Chalice

16:00-18:00

By now, you should be about three-quarters of the way through your Stella Artois.

It’s time to contemplate the Chalice.

I’m pretty easy going. I didn’t get too upset earlier about your square cheese. But I must insist that every Stella Artois should be served in the Chalice.

Take a moment to admire the Chalice’s elegant tulip shape. It’s designed to enhance and reinforce the flavor and aroma of the beer.

Hold it up to the light and see the clarity of the liquid in the glass, its light golden straw color.

Notice the reassuring weight in your hand.

Its stem provides a place to hold the Chalice so the beer stays cold.

Sense the pressure of your thumb on the star embossed on the front.

The detailed red symbol of Stella Artois’ heritage. Notice how they have been savoring this beer since 1366.

As you raise the Chalice to your mouth, feel the soft golden rim on your lips and notice this pleasurable sipping experience. Style and substance.

Sip, and know that you are sipping.

A thirty-three centiliter Chalice holds about 12 sips... but who’s counting.

It’s not about landing the perfect number. It’s about the enjoyment of this sipping moment.

The End

18:00-20:00

Now bring your attention from the Chalice back to the beer it contains.

Rest your attention on the remaining beer, allowing thoughts to come and go as they arise.

Thoughts of friends and good times together.

Then bring your mind back to the beer.

One way to be actively present in our lives, and not merely spectators, is to express gratitude.

Some people write a daily gratitude list. Let’s write one together.

Take a moment to think of a few things you are grateful for right now.

(pause)

Here’s my list, it’s pretty short: Great beer and great company. Cheers.

You know, some jobs you get as an actor are not nearly as satisfying as taking a dozen or so sips of this refined elixir. And it's always great to gather with friends after being out in the world and making new memories over a nice cold Stella Artois.

So allow yourself a sideways glance at your friends here today, and recognize the journey you’ve taken together.

A journey far from the business of your lives.

A journey free from distractions.

A journey far from dragons, criminal masterminds and vampires.

A journey to a place of presence.

A journey to bring more joy to everyday by enjoying a Stella Artois .

And best of all, a journey to just be with each other and connect.

When you are ready, place your glass down.

Thanks for being part of this experience today.

On behalf of everyone at Stella Artois, we hope you enjoyed the session and the beer.

Preparing for the end of something magical can actually be a new beginning. Especially if you have more Stella Artois in the fridge.