AB InBev UK is delighted that Stella Artois Cidre has won ‘Alcohol Product Launch of the Year’ at the 2012 Retail Industry Awards.
The awards recognise products available to the independent/convenience segment and the winners are voted for by retailers themselves, who voted Stella Artois Cidre their top alcohol product launch beating competition from across the industry.
Retailers voted for Stella Artois Cidre after the brand defied category conventions in 2011 by extending into an adjacent category: cider. In its first year of sale, Stella Artois Cidre 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. At the heart of its success is a brand strategy that re-framed the rest of the cider category, making it possible for StellaArtoisto move into an adjacent category with a superior continental cider proposition. This bold strategy was successfully executed with a superior liquid, in-store execution and advertising campaigns.
This latest award adds to recognition received earlier in the year when Stella Artois Cidre was recognised by The Grocer Magazine as ‘Alcoholic Brand of the Year 2012’.