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.
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”.
