Stella Artois Raspberry Cidre has been launched to tap into the booming fruit cider sector.
Described as a “sophisticated fruit cider,” made with handpicked, crushed raspberries blended with apple cider, it is being launched in 500ml and 330ml bottles, with the latter expected to bring more women into the brand.
At the same time, the original Stella Artois Cidre apple variant will be made available on draught.
It is aimed at premium outlets, which “reflect the sophisticated personality of the brand,” according to owner AB InBev.
To further drive its premium credentials a new range of glassware will be rolled out, including a smaller chalice glass (two-thirds of a pint) and a two-pint carafe designed for sharing with food.
“Food pairing is an important part of elevating the cider experience for consumers and driving value for pubs and bars,” said marketing manager Phil Pick.
“To support this, selected outlets will also be provided with branded chalk boards, food sharing platters and font booklets providing advice on serving options. This will encourage consumers to enjoy the combination of Stella Artois Cidre and perfectly matched food, for example speciality cheeses and cured meats.”
A new design for the range is also being rolled out, appearing first on the new raspberry variant.
The new look is said to represent the “continental sophistication and craftsmanship” of the brand.
If you are interested in all things cider, come along to the PMA’s second Cider Trends Summit on 17 June in Bristol. For more information and to buy tickets, click here.