Annonce Importante Stella Artois Cidre Pear Arrives in the UK Back to news

11th May 2012


Stella Artois Cidre Pear Arrives in the UK

11 May, 2012 (London) – Stella Artois Cidre, the premium cider from AB InBev UK launched in April 2011, will be launching its new variant, Cidre Pear, into the UK on and off-trade in June 2012.

In its first year of launch, Stella Artois Cidre has established itself as the second largest premium apple cider in the off trade, with retail value sales of £50m and over 220k HL of volume sold (that’s 39m pints of Cidre). More consumers drank Stella Artois Cidre than any other cider in the off trade in its first year on the market (Kantar World panel March 2012). 98% of them said Stella Artois Cidre, “met or exceeded their expectations” and more consumers now consider Stella Artois Cidre to be more “sophisticated” and “premium” than any other cider brand on the market (Source: Synovate, ABI UK brand performance tracker, Mar 11).  As such, with Stella Artois Cidre now commanding a 16.8% share of off trade premium cider volume in the UK (Nielsen 31st March 2012), the time is right to build on this innovative success with new Stella Artois Cidre Pear.

Just like Stella Artois Cidre Apple, Stella Artois Cidre Pear’s crisp, sophisticated and refreshing taste comes from the fruit (in this case, pears) in our Belgian recipe. We press handpicked pears to create a Cidre best poured into a chalice, not a pint glass.

James Watson, Stella Artois’s European Marketing Director said;

“We are absolutely delighted with the success of Stella Artois Cidre and it is our intention to continue to innovate to give choice to our consumers, and growth opportunities for our customers.  With the premium credentials of Stella Artois, the proven success of Stella Artois Cidre and the research results we have seen for Stella Artois Cidre Pear, we anticipate our new variant will give further boost to the cider category and delight our consumers.”

An integrated marketing campaign for Stella Artois Cidre will run throughout the summer with Stella Artois Cidre Pear playing an important role.

Stella Artois Cidre Pear will be sold in single bottle 568ml and 6 bottle cases and will be available in multiple grocers, independents and wholesale convenience (from June) as well as on trade outlets (from mid-May).

– ENDS –

Notes to editors

  •  The value of the pear cider segment grew by 17% in 2011 (Nielsen 31st Jan 2012)

Stella Artois Cidre Success:

  •  Stella Artois Cidre is now the second largest premium cider brand in the off trade cider:
    • First year, off trade retail value sales £50m. (Nielsen 31st March 2012)
    • First year, off trade volume sold: 220k HL of volume sold (that’s 39m pints of Cidre). (Nielsen 31st March 2012)

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