Stella Artois enters cider market

AB InBev UK has announced the roll-out of Stella Artois Cidre – a 4.5%abv Belgian cider designed to help the beer brand diversify into thepopular over-ice cider category.

The move marks a radical departure for Stella Artois, which will become the first lager brand to move into the cider market when the product hits the shelves in April this year.

AB InBen UK president Stuart McFarlane claims the product will help “bring new value and consumers” into the cider category, and feels Cidre will “re-stimulate and be the next fly wheel of growth in the category.”

Stella Artois Cidre will be fermented in Belgium and imported to the UK.

Its launch closely follows other recent AB InBev product innovations, such as Stella Artois 4%, Stella Artois Black and Beck’s Vier.

McFarlane believes that, despite the strength of over-ice power-brands Magner’s and Bulmer’s, the strength and awareness of the Stella Artois brand will be enough to help the product gain a 30% share of media voice by the end of the year.

The drink will be available in 568ml bottles and 440ml cans and the launch will be accompanied by a “double-digit millions” marketing campaign across multiple media channels.

Alan Lodge, 02.02.2011