AB InBev, the world largest brewer, today announced that they will be entering the premium cider market under the Stella Artois brand. The Stella Artois Cidre is a new Belgian cider made from apples fermented in Belgium, and will be available in the UK from April, with a 4.5% abv.
Speaking at the launch, Stuary MacFarlane, President of AB InBev UK was particular enthusiastic and confident that the Cidre is able to corner the premium cider market and cited market research and blind testing against the two leading premium cider brands. 13% of UK adults are said to drink cider at least once a month, so there clearly is market for them.
I was there at the launch, and had my first taste of the new drink. I'm no cider expert, but I liked what I drank. And so did many others. Journos don't lie you see - well not when it came to alcohol at least. It is crisp and fresh and isn't overwhelming. As far as I am concerned, I would pick the Cidre over a Bullmers, Strongbow and Magners.
What do you think? Are you a cider drinker? Would you drink a Stella Artois Cidre?