Stella Artois unveils new Raspberry Cidre, draft variant and big ad campaign

Stella Artois Cidre, the UK’s best-selling premium apple cider brand in the off-trade [IRI value sales to 1/3/14] is launching a new Raspberry variant to UK consumers this month. 

Available across both on and off trade within the next couple of weeks, new 4% ABV Stella Artois Cidre Raspberry will be available in 500ml and 330ml bottles, the latter aimed at female consumers. Both bottle formats will be available in four (RSP £5.99) and eight-bottle (£11.50) multipacks. The larger bottle size will also be sold singly in the on-trade (£2.19).

Stella owner AB-InBev says the new cider has been “carefully crafted according to a unique Belgian recipe, using hand-picked, crushed raspberries to deliver a refreshing, crisp taste.”

Stella Artois Cidre Apple will also be available on draught for the first time at the end of the month. Available initially in selected premium on-trade outlets, Stella Artois Cidre Apple draught will sit alongside bottled Stella Artois Cidre variants. To help bring Stella Artois Cidre to new occasions and consumers, a branded Grande Chalice (one pint) will be provided to all draught stockists, whilst a new Midi Chalice (2/3 pint) and Cidre carafe (two pint) will be available to selected outlets for sharing occasions.

The company says that food pairing is an important part of elevating the cider experience for consumers and driving value for pubs and bars. To support this, selected outlets will also be provided with branded chalkboards, 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.

Finally AB-InBev will be launching a big new marketing campaign for Stella Cidre from the next Bank Holiday weekend (26 May). This will include TV ads, posters, digital media, sampling, in-store activation and FSDUs – the brewer will also be working with wholesale to ensure distribution. The ads will initially be fore Stella Apple Cidre, with the new Raspberry variant inserted into the ads later in the summer.

Stella Artois will be a introducing a new design to the whole range, showcased first on Stella Raspberry. This new identity has been designed to represent “the continental sophistication and craftsmanship of the Stella Artois Cidre brand”, according to Phil Pick, AB InBev UK’s marketing manager for Stella Artois.

The fruit cider category has seen exceptional growth recently, with value sales tripling over the last two years [Nielsen Scantrack].

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