Stella Artois has officially introduced its limited-edition Wimbledon White Can in South Africa, marking the occasion with an exclusive event that blended sport, fashion, art and design.
Held at a transformed tennis court in Johannesburg, the launch brought together media personalities, creatives and friends of the brand for an afternoon inspired by the elegance and heritage of Wimbledon. The venue was turned into an all-white setting that reflected the minimalist design of the new White Can, with guests enjoying a sophisticated long-table lunch celebrating the timeless traditions associated with both Stella Artois and the iconic tennis tournament.
The limited-edition White Can offers a fresh take on the brand’s classic look, replacing its familiar colours with a sleek white design that highlights craftsmanship, innovation and modern luxury. More than a seasonal release, the can has been positioned as a collector’s item for beer lovers and design enthusiasts alike.
As part of the campaign, Stella Artois also unveiled The Perfect Serve, a collector’s photography book by acclaimed South African creative Kay Kay Ribane. The publication explores the beauty, movement and precision of the tennis serve while extending the visual language of the White Can into contemporary art.
Fashion also played a central role in the celebration. Designer Keneilwe Mothoa, founder of Neimil and a friend of the brand, revealed a custom Wimbledon-inspired tennis jacket created exclusively for the campaign. The bespoke piece combines classic sporting influences with South African craftsmanship, showcasing the attention to detail and artistry that underpin Stella Artois’ “Worth More” philosophy.
The event attracted some of South Africa’s biggest names in entertainment, fashion and the arts, including Langa Mavuso, Thapelo Mokoena, Manana, JR Bogopa, Lloyiso, Bucie, Thebe Magugu, Kuhle Adams, Sindiso Nyoni, Trevor Stuurman and JR Ecko.
By partnering with leading local creatives, Stella Artois used the launch to celebrate more than a limited-edition product. The event highlighted the country’s growing influence across fashion, photography and culture, while giving a distinctly South African interpretation of one of tennis’ most prestigious traditions.
Cece Smith 