ST. LOUIS – Stella Artois
is introducing Stella Artois Cidre to the surging U.S. cider market. Initially
it will be available in 26 states, with further expansion possible in 2014.
Sales to retailers begin on May 13.
Adam Oakley, vice
president of import, craft and specialty brands at Anheuser-Busch, said the
cider category is seeing 110% growth in the U.S., and this new brand helps to
meet the growing demand for premium ciders with a more complex taste profile.
“Stella Artois Cidre is designed to be savored and is very different from
sweeter, domestic U.S. ciders,” said Oakley, in a press release. “Stella Artois
Cidre has the potential to change people’s perceptions of cider here, offering
a refreshing alternative to white wine.”
With the U.S. cider market
seeing triple-digit growth, it has become one of the fastest-growing beverage categories
in the United States.
“Cider drinkers are now
approaching cider with a sophistication similar to that of wine drinkers,” said
Marc Stroobandt, a Belgian master sommelier. “To capture their interest, ciders
certainly need to be refreshing and savory, but people also want something a
little more complex and distinct, which Stella Artois Cidre offers.”