New flavour and format for Stella Cidre

• The new Stella Artois Cidre Raspberry.

AB INBEV is looking to attract new consumers to its Stella Artois Cidre brand through the launch of a new flavour and draught format in the on-trade.

The new Raspberry flavour (ABV 4%) is available to the trade in 500ml and 330ml bottles, while the core Stella Artois Cidre Apple flavour has been introduced in draught format for the first time.
Outlets stocking the draught product will also be provided with branded Stella Artois Cidre one pint, two-third pint and two-pint sharing glasses, respectively named the Grande Chalice, Midi Chalice and Cidre Carafe.
Phil Pick, UK marketing manager for Stella Artois, said that by stocking the draught product “outlets have a great opportunity to reach new consumers and boost their margins by delivering a more premium experience”.