Stella Artois, brewed in Leuven Belgium, has become one of America’s most recognized premium lagers and is one of the premium brands of the Anheuser Busch portfolio. Stella Artois is also famous for their recognizable chalice the popularity is strongest in US. Stella needed a permanent display vehicle that spoke to the brand’s premium identity and its famous chalice. This multichannel chalice spectacular offered opportunity for distributors and retailers to create specific promotional messages in an interchangeable format. This display needed to work in all channels from convenience to grocery to mass for Stella’s popularity covers all markets within the US. In the beer business, retail management of the floor space is critical for these brands have heavy traffic during the weekends and since the product is bulky it takes up a lot of space. Stella wanted a floor piece that could accommodate endless possibilities for case stacking. The target demo is Adults 25+ who appreciate a premium lager experience. The center portion of this display allows for a series of unique messaging along with opportunity for the wholesaler to select a customized message. This type of portable merchandising display allows the retailer to display product and promotional messaging anywhere in the store at any time of the year.