Ab-Inbev targets women with Stella Artois Cidre Raspberry

AB-Inbev has released a new raspberry variant of Stella Artois Cidre in 33cl and 50cl bottles in a bid to attract more female consumers.

Nielsen figures show fruit cider value sales tripled between 2011 and 2013, and Ab-Inbev believes the new variant will entice new shoppers into the category.

The producer expects women to be more attracted to the 33cl bottles, so it branched off from the traditional 50cl bottle that has dominated the category.

Phil Pick, marketing manager for Stella Artois, said: “With this launch, Stella Artois is further demonstrating its commitment to and investment in the cider category. By stocking Stella Artois Cidre Raspberry, our customers will have the opportunity to grow their cider sales, and attract more shoppers with this new sophisticated, high quality flavour.”

It has an abv of 4%. The 50cl bottle will retail for £2.19, while a four-pack of 33cl bottles sells for £5.99 and an eight-pack of the 33cl bottles sells for £11.50.

Stella Artois Cidre’s traditional apple variant will also be released on draught in the on-trade for the first time this month.

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