Stella Artois has opened the Stella Artois Clay Bar, an immersive rooftop activation in Paris running during Roland-Garros 2026.
The brand has transformed a private Paris rooftop into a clay-covered area blending tennis, art, and hospitality. At the center sits a sculpted bar made of wet clay, designed to evolve throughout the tournament as guests leave their marks on the installation.
Guests receive custom white Lacoste sneakers on arrival before entering the clay-inspired space. The activation includes live artists etching directly into the bar and appearances from Stella Artois ambassadors David Beckham and Maria Sharapova. The brand will also host private watch parties in partnership with The Ace Club, an international tennis enthusiast community based in Paris.
“As tennis fans come to the Stella Artois Clay Bar, we want them to experience the emotion and ritual of Roland-Garros in an unexpected way so they can savour not just the tennis but also the spirit and aesthetic of one of the world’s most iconic events,” said Tim Ovadia, Global Vice President, Stella Artois.
“Everyone will walk away with a legendary badge of honour, the mark of red clay, showing that the taste of Stella is worth sacrificing even the best Grand Slam fashion.”
The experience incorporates the brand’s “Perfect Serve” ritual, with beer poured using a five-step pouring process served in the Stella Artois chalice. The Clay Bar will also host the brand’s Perfect Serve Awards in France, where bartenders compete to be named a Stella Artois Draught Master.
The Clay Bar is part of the brand’s “A Taste Worth More” platform, which the release says extends across Roland-Garros, Wimbledon, and the ATP Tour. It was created in partnership with WINK and GUT São Paulo.
