Stella Artois has announced the launch of peach and elderflower varieties of its Cidre, taking the total number of products in the range to five.
The two new additions will join the existing apple and pear flavours, and follows the successful launch of a raspberry variant in May 2014. They represent Stella Artois’ “on-going investment and continued expansion in the flourishing category,” the brand claimed.
It follows an industry-wide trend towards innovation in the elderflower-flavoured soft drink category, as well as the development of new alcoholic beverages such as Hügo and English Garden.
Stella Artois marketing manager Phil Pick said: “Since its launch in May last year, one million people have purchased Stella Artois Cidre raspberry and so we’re delighted to bring even more fresh flavours to the market. Stella Artois Cidre peach and elderflower continue our legacy of being category innovators and offering consumers the absolute best premium flavours and taste.”
Stella Artois Cidre’s new peach and elderflower offerings are respectively described as “pleasantly light with strong fruity character throughout”, and “a balance of sweet and sour notes whilst retaining the overall dryness”. They will launch in on-trade and off-trade outlets across a range of size formats, including 500ml and 330ml bottles in packs of four and eight.
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