FDBusiness.com

Following the introduction of Stella Artois Cidre premium cider in April 2011, AB InBev UK is now launching a pear variant, Cidre Pear, into the UK on and off-trade. In its first year of launch, Stella Artois Cidre has established itself as the second largest premium apple cider in the off trade, with retail value sales of £50 million and over 220,000 HL of volume sold. With Stella Artois Cidre now commanding a 16.8% share of off trade premium cider volume in the UK (Nielsen 31st March 2012), AB InBev has decided that the time is right to build on this innovative success with new Stella Artois Cidre Pear.

James Watson, StellaArtois’s European marketing director, says: “We are absolutely delighted with the success of Stella Artois Cidre and it is our intention to continue to innovate to give choice to our consumers, and growth opportunities for our customers. With the premium credentials of StellaArtois, the proven success of Stella Artois Cidre and the research results we have seen for Stella Artois Cidre Pear, we anticipate our new variant will give further boost to the cider category and delight our consumers.”

An integrated marketing campaign for Stella Artois Cidre will run throughout the summer with Stella Artois Cidre Pear playing an important role. Stella Artois Cidre Pear will be sold in single bottle 568ml and 6 bottle cases and will be available in multiple grocers, independents and wholesale convenience (from June) as well as on trade outlets (from mid-May).