First launched in April 2011, Stella Cidre was developed by AB InBev to meet consumer demand for sweeter tastes. Made from a Belgian recipe, Cidre Pear is claimed by the producer to be best poured into a chalice rather than a pint glass.
A £2m integrated Cidre marketing campaign will run throughout the summer with Stella Artois Cidre Pear playing an important role.
James Watson, Stella Artois’s European marketing director said; “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.
Watson added: “With the premium credentials of Stella Artois, 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.”
Available in June, Cidre Pear will be sold in 568ml bottles and six bottle cases.