Stella to launch cider brand
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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”.
Readers' comments (6)
Anonymous | Wed, 2 Feb 2011 5:30 pm
Is this authentic "Belgian Cider" really from Wales just like their lager, or genuinely from Belgium? Either way, it seems really desperate to jump on the cider band-wagon, so I guess the lager volumes must be through the floor. Anyone for a Stella snakebite?
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Anonymous | Thu, 3 Feb 2011 10:22 am
Were AB Inbev kind enough to share exactly what "craft & heritage" credentials they see the ubiquitous Stella brand bringing to the cider category?
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Richard Duffy | Thu, 3 Feb 2011 2:00 pm
It seems strange to me that Stella has such a strong brand and image as a lager that theyre willing to change this identity.. if u ever say ill have a stella, everyone knows exactly what you mean.. if you say ill have a stella after this.. theyll be like what? lager or cidre?
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Adrian Jaques | Wed, 13 Apr 2011 1:16 pm
It is this resistance to change, in a particularly challanging and declining market, that has led to the demise of so many brands and companies. To not respond to these changes and challenge with innovation, brand development and reinvention, would be both irresponsible as an employer and shortsighted in strategy.
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real cider | Thu, 21 Jul 2011 11:43 pm
this is uber patronising and like magners, totally confusing the product with real apples - people won't put up with it when they find out.
We've had over 10 comments on our review of the 'cider'.. check it out - http://www.real-cider.co.uk/stella-artois-cidre-reviews/
Regards,
Jim @ Real Cider
www.real-cider.co.uk
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Anonymous | Thu, 2 Feb 2012 8:09 pm
Stella cidre was a great invention, by far the best cider on the market thanks STELLA!! :D
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