Stella Artois Unveils New Raspberry CidreMay 27, 2014 By: Nightclub & Bar
Stella Artois Cidre, the UK’s best-selling premium apple cider brand in the off-trade is bringing a new Raspberry variant to UK consumers from this month. Available across both on and off trade, new Stella Artois Cidre Raspberry will be available in 500ml and 330ml bottles.
The new Stella Artois Cidre Raspberry has been carefully crafted according to a unique Belgian recipe, which uses hand-picked, crushed raspberries to deliver a sophisticated fruit cider with a refreshing, crisp taste. The total fruit cider category has seen exceptional growth recently, with value sales tripling over the last two years2. Stella Artois Cidre Raspberry brings a sophisticated new variant to the market and is expected to appeal to those consumers who are seeking new, fruitier flavours.
Stella Artois Cidre Raspberry will be available in 330ml bottles, as well as a 500ml format. The 330ml bottle is expected to have a greater appeal for female consumers and will be available in a convenient four pack as well as an eight pack. Both pack formats will be available across multiple and convenience off trade outlets. The 500ml bottle will be sold as a single bottle across on trade and off trade outlets.
Phil Pick, AB InBev UK’s Marketing Manager for Stella Artois said;
“Stella Artois Cidre Raspberry brings a new authentic fruit variant to the fruit cider category. With this launch, Stella Artois is further demonstrating its commitment to and investment in the cider category. By stocking Stella Artois Cidre Raspberry, our customers will have the opportunity to grow their cider sales, and attract more shoppers with this new sophisticated, high quality flavour.”
Also arriving in bars this May will be Stella Artois Cidre Apple on draught. Available initially in selected premium on-trade outlets, Stella Artois Cidre Apple draught will sit alongside bottled Stella Artois Cidre Apple, Pear and Raspberry. Stella Artois Cidre Draught will be made available to those premium outlets that reflect the sophisticated personality of the brand, and who deliver excellence in customer service and quality.
To help deliver a sophisticated drinking experience and bring Stella Artois Cidre to new occasions and consumers, the 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.
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 chalk boards, 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 specialty cheeses and cured meats.
Phil Pick continued:
“The addition of Stella Artois Cidre on draught to the range is an exciting opportunity to bring the sophistication and quality associated with the bottled product to the on-trade draught customer. We will build on our experience of elevating the cider drinking experience through our new draught Chalices, including our new Midi Chalice, and by promoting sharing and food pairing with our new carafe and serving suggestions. By stocking Stella Artois Cidre draught, outlets have a great opportunity to reach new consumers and boost their margins by delivering a more premium experience.”
As well as launching these two new variations, Stella Artois will be a introducing a new design to the whole range, showcased first on the new Stella Artois Cidre Raspberry. This new identity has been designed to represent the continental sophistication and craftsmanship of the Stella Artois Cidre brand.
The launch of Stella Artois Cidre Raspberry will be supported with a national TV and out of home advertising campaign, as well as digital media, PR and sampling. In store activation will include, branded pallet stacks and FSDUs, all communicating the sophistication of the brand.