Anheuser-Busch InBev has released details of a UK marketing push for Stella Artois centred around the brand's Official Beer status of this summer's Wimbledon tennis tournament.

Led by a new television advert, the latest push forms part of Stella Artois' 'Be Legacy' campaign, which launched earlier this year. The spot will be backed by out-of-home ads and digital activations.

Using consumer data, the UK unit of AB InBev will aggregate mentions of Wimbledon on Twitter to locate the nearest out-of-home locations and will "provide additional Wimbledon on-trade activation assets" to bars and pubs in these "hotspots". The digital presence includes Snapchat advertising as well as sponsorship of Wimbledon's non-play content on Twitter. Also, a limited edition Wimbledon pack, featuring a 66cl bottle with a white and red wrap design, will be available in the country for a limited time.

The TV ad launched in the UK yesterday.

Stella Artois started its tie-up with Wimbledon in 2013 and holds Official Beer status for five years.

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