Big news from Marketing Week...
  • Stella Artois' parent AB InBev is adding a pear variant to its "Cidre" brand


'The brewer will be hoping to build on the success of Stella Artois Cidre, which launched last March and is now second only to rival premium cider producer Magners in retail sales, according to Nielsen data.'
“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.” - James Watson, European marketing director

'Aimed at tapping into the growing cider category, UK cider sales grew from £1.7bn to £2.4bn between 2006 and 2011, according to Mintel, the only major alcohol category to have grown its user base over the past five years.'

Considering the statistics on UK cider consumption and Stella Artois' successful 'Cidre' brand launch, it is perhaps unsurprising to see the brand diversify again. The advertising campaigns have perpetuated that fifties and sixties glamour and humour popularised by television shows like Mad Men, and Stella Artois are obviously reaping the successes.

Read the full article here