Stella Artois launches immersive Clay Bar experience at Roland-Garros

Throughout Roland-Garros 2026, Stella Artois is inviting guests to the Stella Artois Clay Bar – an immersive rooftop experience inspired by the tournament’s iconic red clay courts. The activation is part of Stella Artois’ longstanding commitment to bringing the brand’s “A Taste Worth More” philosophy to life across tennis’ most prestigious stages including Roland-Garros, Wimbledon and the ATP Tour.

Coinciding with one of the most celebrated moments on the tennis calendar, the brand has transformed a private Paris rooftop into a fully Roland-Garros-clay-covered world that blends tennis, art, ritual and premium hospitality. At the centre sits a sculpted bar, made of wet clay designed to evolve throughout the tournament itself, with guests physically leaving their mark on the installation over the course of the experience.

“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 at 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.”

Guests entering the space will receive custom white Lacoste sneakers before stepping onto the clay-inspired environment, where every detail has been designed to reflect the atmosphere and rituals of Roland-Garros. From live artists etching directly into the bar to appearances from Stella Artois ambassadors including David Beckham and Maria Sharapova, the activation celebrates the intersection of sport, culture and craftsmanship. Stella Artois will also host private watch parties hosted in partnership with The Ace Club, an international community designed for tennis enthusiasts based in Paris.

The experience incorporates Stella Artois’ signature “Perfect Serve” ritual, with every beer poured using the brand’s iconic five-step pouring process developed over 600 years ago in Belgium and served in the Stella Artois chalice. It will also serve as the location for the brand’s Perfect Serve Awards in France, where top bartenders across the region compete to see who can pour the most perfect Stella Artois and be crowned a Stella Artois Draught Master.

Created in partnership with WINK and GUT São Paulo, the Stella Artois Clay Bar continues the brand’s history of creating premium tennis experiences for fans around the world, reinforcing the belief that tennis is best served with a Stella Artois in hand.