FDBusiness.com

Anheuser-Busch InBev is using its famous Stella Artois brand to launch a cider in Britain. The move, which is believed to be the first time a leading lager brand has moved into the cider category, is intended to capitalise on the growing popularity of cider in the UK, which accounts for more than half of total global consumption.

Made from Jonagold apples and with an abv of 4.5%, Stella Cidre is produced in Belgium. The new launch will be supported by a double-digit million pound marketing campaign and marks AB InBev’s first venture into the cider category.

“Stella Cidre will prove once and for all that Stella, as a brand, is right up there with other leading fmcg brands, such as Coca-Cola, in its ability to reach new customers in new categories,” says Stuart MacFarlane, president of AB InBev UK. “It will provide the flywheel for the next phase in the UK cider category’s growth. It’s what the market has been waiting for.”

He continues: “We can source from core as well as premium cider drinkers. A core cider drinker will look to Stella to upweight to premium. But we also believe core lager drinkers might use Stella Cidre to move to cider for the first time. I would hope rivals would be happy that the UK’s number-one alcoholic drinks brand is moving into this market to bring increased attention to the cider category.”

The new cider will be available in the off-trade in 568ml bottles and 440ml cans from Easter.