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Stella Artois is expanding its flavoured beer portfolio with the launch of Stella Artois Strawberries & Cream, a limited-edition offering inspired by one of Wimbledon’s most iconic traditions.
Created to celebrate the brand's longstanding partnership with The Championships, Wimbledon 2026, the new product reimagines the quintessential British combination of strawberries and cream in beer form, targeting consumers seeking flavour-forward alternatives during the summer season.
The launch comes as flavoured beer continues to gain momentum within the category. According to Budweiser Brewing Group UK&I, the segment is currently growing by 15%, driven by consumer demand for lighter, fruitier and more refreshing serves alongside traditional beer choices. Younger legal-drinking-age consumers, particularly Gen Z adults, are helping fuel this trend as they increasingly seek flavourful and lower-alcohol options that still deliver on taste.
With an ABV of 3.4%, Stella Artois Strawberries & Cream has been positioned as a more sessionable option for summer occasions. The blush-pink beer features a nitro-infused foam designed to evoke fresh cream, while combining notes of sweet summer strawberries with Stella Artois' signature crisp finish.
The brand recommends serving the beer chilled over ice and garnished with a fresh strawberry to enhance the drinking experience.
The launch builds on the enduring popularity of Wimbledon’s strawberries and cream tradition, with 283,730 portions reportedly served during the 2025 Championships. Stella Artois aims to translate that experience into a new format that allows consumers to engage with the tournament from home.
Mark Wingfield Digby, off trade sales director at Budweiser Brewing Group UK&I, said: "Wimbledon is one of the most iconic moments in the British summer calendar and, as the official beer of Wimbledon, we're always looking for new ways to elevate the consumers' experience, even if they are taking part from home.
"There's nothing more synonymous with Wimbledon than strawberries and cream, and Stella Artois Strawberries & Cream brings that much-loved tradition to life, giving shoppers something completely new to discover."
Available exclusively through Sainsbury's and Co-op stores nationwide until the end of The Championships, the beer is sold in four-packs of 440ml cans, creating a limited-time retail opportunity designed to capitalise on heightened consumer interest during Wimbledon season.
In addition to the new flavour innovation, Stella Artois is also reintroducing its limited-edition Wimbledon-themed can, first unveiled in 2025. The white-dressed packaging, inspired by the tournament's famous dress code, will feature as part of a national consumer promotion, with one lucky shopper discovering a winning can and securing tickets to the 2026 Championships.
