# Paper Beer Chalices Stella Artois' Social Experiment Proves Its Beer is Best Enjoyed Slowly By Laura McQuarrie | Published 2018-10-04 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/beer-chalices References: [fabnews.live](http://www.fabnews.live/stella-artois-joie-de-biere-uses-social-experiment-to-highlight-slowing-down-and-enjoying-life/) & [stellaartois](https://www.stellaartois.com/) When it comes to beer chalices, [Stella Artois](https://www.trendhunter.com/trends/steal-artois) has one of the most distinctive designs out there—as well as one with a highly functional shape to enhance carbonation and foam, while the easy-to-grip stem prevents one's hands from heating the Belgian brew. To emphasize the fact that its beer is best consumed sitting down and enjoyed slowly, Stella Artois created a social experiment based around a takeaway-style paper beer chalice. Unfortunately for busy people on the run, the [on-the-go packaging design](https://www.trendhunter.com/trends/tetra-prisma-aseptic-300-edge) was prone to spilling and breaking, which only served to point out that some things in life simply shouldn't be rushed. Rather than quickly consuming a beer by themselves on the run, consumers were invited to indulge in something they may be "too busy" for—a sit-down drink at a pub with others, where Stella Artois was served as they should be, in [glass beer chalices](https://www.trendhunter.com/trends/domain-glass). ## Trend Insights (Trend Hunter) - Score: 2.4/10 - Popularity: 14% | Activity: 49% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### What Makes This Trend Stand Out - **Slow Enjoyment Movement:** Opportunity for brands to promote slow enjoyment experiences and packaging designs. - **Functional Packaging Design:** Innovative packaging designs that enhance product quality and message identity. - **Sustainable Disposable Packaging:** Eco-friendly disposable packaging designs for on-the-go experiences and sustainability trends. ### Sectors Adopting This - **Alcohol:** Opportunity to create brand-specific packaging designs and campaigns for slow enjoyment experiences in the alcohol industry. - **Food & Beverage:** Opportunity to innovate functional and sustainable disposable packaging designs in the food and beverage industry. - **Hospitality:** Opportunity to promote slow enjoyment experiences with eco-friendly and functional packaging designs in the hospitality industry. ## Related on Trend Hunter - [Cup-Stealing Clothing Collections](https://www.trendhunter.com/trends/steal-artois.md) - [Conceptual Craft Beer Bottles](https://www.trendhunter.com/trends/sour-glass.md) - [Snow-Accented Beer Ads](https://www.trendhunter.com/trends/stella-artois-ads.md) - [Perfect-Pour Beer Glasses](https://www.trendhunter.com/trends/perfect-3way-glass.md) - [Perfect Sound-Producing Drinkware](https://www.trendhunter.com/trends/perfect-cheers.md) - [Stackable Chalice Glasses](https://www.trendhunter.com/trends/cali.md) - [Conversational Beer Bottles](https://www.trendhunter.com/trends/conversational-beer-bottles.md) - [Compostable Single-Use Beer Cups](https://www.trendhunter.com/trends/beer-biocup.md) - [Deceptive Stout Glasses](https://www.trendhunter.com/trends/schneaky-espresso-martini.md)