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AB InBev UK launches Premium Stella Artois Cidre Back to news

3rd January 2011

– First move by Stella Artois brand into non-beer market-

LONDON – 2 February 2011 – AB InBev UK today unveils Stella Artois Cidre as the latest Stella Artois innovation.   The premium crafted Belgian cider, which will be rolled out in the UK from Easter 2011, is the brand’s first move outside the beer market.

While it is a new drink in the UK, Stella Artois Cidre is inspired by more than 600 years of rich brewing tradition. Made from apples fresh from the orchard, fermented in Belgium and imported to the UK, Stella Artois Cidre has a crisp and refreshing taste at 4.5% abv.

As the UK’s most popular alcohol drinks brand, Stella Artois is uniquely positioned to launch Stella Artois Cidre, which reflects the brand’s premium nature, quality, craft and heritage. This extension of the Stella Artois portfolio is testament to the company’s commitment to innovation to meet a wider range of consumer tastes.

Speaking at the launch, Stuart MacFarlane, President, AB InBev UK said, “We’re thrilled to launch Stella Artois Cidre as the latest Stella Artois innovation. It perfectly complements our existing range of premium drinks.

“Stella Artois Cidre again demonstrates our commitment to innovation and investment in Stella Artois and to meeting demands from consumers”.

The launch builds on AB InBev UK’s remarkable track record in bringing new drinks to market:  within the past decade, Stella Artois 4% was the most successful off-trade alcohol drinks launch, and Beck’s Vier the most successful on-trade alcohol drinks launch

Available from this Easter in 568ml bottles and 440ml cans, drink Stella Artois Cidre chilled over ice.

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Notes to Editors

SKUs:

–        1x568ml bottle

–        4x440ml cans

Images available:

–        Stella Artois Cidre 568ml bottle

–        Stella Artois Cidre pack shot

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