Stella to launch cider brand

Anheuser-Busch InBev (AB Inbev) is to launch a cider brand under the Stella Artois brand name to tap into the growing popularity of the drink.

/m/p/s/CidreStella.jpg

Stella “Cidre”, billed as a “premium crafted Belgian cider”, will be sold in pint bottles and cans in the off-trade from Easter.

The cider category is growing in the UK at a time when alcohol consumption and beer sales in particular, are declining.

Value sales of cider grew 60% to £2.2bn between 2005 and 2010, according to Mintel.

Stella Cidre will compete with premium cider brands such as C&C Group’s Magners and Kopparberg.

The move is the latest attempt by AB Inbev to exploit the Stella Artois brand. Stella Artois 4% launched in 2008 and has been credited with helping to revive sales of the beer in the UK. The brewer has since launched Stella Artois Black.

In a statement, the brewer says that Stella Cidre reflects the master brand’s “premium nature, quality, craft and heritage”.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here