Stella Artois cider begins selling to U.S. retailers

Beginning May 13, Stella Artois is introducing the Stella Artois Cidre to the U.S. cider market.  Marketed as a European-style cider made with apples from wine growing regions, Stella Artois Cidre, is different from ciders sold in the U.S.

Adam Oakley, vice president of import, craft and specialty brands at Anheuser-Busch, said the cider category is seeing 110% growth* in the United States, 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 savoured and is very different from sweeter, domestic U.S. ciders," he said. “The new "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. Early growth in the category was driven primarily by sweeter domestic ciders; this has been balanced of late by a consumer demand for drier, premium European-style ciders. Stella Artois Cidre represents the finest of the latter category.

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."

Mr Stroobant said that similar to white wines, drier ciders such as Stella Artois Cidre are designed to be savoured and pair well with chicken, fish and a broad selection of cheeses, inAdidas Falcon