Stella Artois Cidre to launch pear variant for UK market
Stella Artois Cidre, the cider variant from AB InBev-owned Stella Artois, will be extending the brand by launching a pear variant into the UK market next month.
Stella Artois' 4.5% Cidre brand launched in the UK in February last year, supported by a "double digit" million-pound marketing campaign with the strapline: "C’est Cidre. Not cider. From Stella Artois."
The pear variant will feature within a new integrated marketing campaign for Stella Artois Cidre this summer.
Stella Artois Cidre has recorded retail sales of £50m in its first year, according to AB InBev. The brand has a 16.8% share of off-trade premium cider volume in the UK, according to Nielsen.
James Watson, European marketing director at Stella Artois, 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 a further boost to the cider category and delight our consumers."
This article was first published on marketingmagazine.co.uk
- Senior Marketing Manager Cutis Developments £50,000 - £60,000 per annum , Victoria, London (Greater)
- Account Director - Off Oxford Street Agency Fill Recruitment to £55k + great benefits, London (Central), London (Greater)
- Brand Manager Ball & Hoolahan £50,000 p.a., London (Central), London (Greater)
- Trade Marketing Manager Ball & Hoolahan £42,000 p.a., London (Greater)
- CRM Executive Ball & Hoolahan £30,000 per annum, London (Central), London (Greater)
- Age UK launches 'no friends' ads in response to Facebook campaign
- Pizza Hut launches Classic Crust with TV campaign
- Fold7 splits with Gocompare.com amid talk of Gio Compario's return
- Lurpak rolls out jazz teaser by Juan Cabral
- Kate Robertson steps down from Havas
- Ronseal claims to ditch 'does exactly what it says on the tin' strapline