Ludacris Takes on the Hot Ones Challenge With Stella Artois

First We Feast's Hot Ones has officially teamed up with AB InBev brand Stella Artois to become its official summer beer.

To kickstart the partnership, the hit online series has dropped a special episode featuring rapper and Stella Artois ambassador Ludacris, as he gets fired up eating spicy wings.

.@Ludacris’ reaction to every wing on #HotOnes 🔥 🥵
Watch now: https://t.co/mzVLMQ0dKq

Presented by @stellaartoispic.twitter.com/lS3nySoFca

— First We Feast (@firstwefeast) April 19, 2024

The 24-minute special includes prominent Stella Artois placements, as well as a pre-roll ad courtesy of the show's host, Sean Evans. 

"Both Stella Artois and Hot Ones thrive at the convergence of culture and sharing moments over a meal, so investing in this partnership made a lot of sense," Anheuser-Busch Group VP of Marketing Chris Jones shared in a press release. 

A Hot Summer Ahead

The beer giant will also be featured in five full Hot Ones episodes, as well as deliver "first-of-its-kind" experiences in venues across the U.S. throughout the summer.

This includes an exclusive Hot Ones event in Chicago hosted by Evans himself, with other celebrities making guest appearances.

Fans of both franchises can win a chance to attend the special event by heading to Stella Artois' website. 

"With this partnership, we are excited to be part of the cultural conversation and reach more audiences in bars around the country, where we will continue to reinforce our reputation as one of the highest quality, sessionable beers in the market," Jones explained. 

First We Feast General Manager Chris Schonberger, who created Hot Ones, expressed the brand's dedication to bringing custom episodes and bar activations to fans across the country: 

"It's important to us to continually deliver special experiences for our fanbase and we have a ton of fun pushing the creative boundaries with our friends at Stella Artois." 

Stella Artois Unveils 'Missing Chalice' Spot

Beyond the partnership, the alcoholic beverage giant, together with creative agency David New York, has launched a new spot that sees the journey of a Stella Artois Chalice, from the cabinets to the kitchen racks, washers, and the dining table. 

"Each year, thousands of our Chalices go missing from bars," the screen writes.

A Stella Artois Chalice is then seen in the pocket of a trench coat hanging off a wall, with the brand calling the thefts "unacceptable, yet understandable."

David New York Chief Creative Officer André Toledo explains the idea behind the 45-second commercial, with the brand positioning itself around the concept of worth. 

"For the brand, some things are 'worth more,' and this includes the chalice," he shares with Ad Week.

"If you can’t fight a consumer behavior that’s so connected to your brand motto, you just embrace it to create awareness and relatability."

Editing by Katherine 'Makkie' Maclang