AB InBev said the new packaging aims to premiumise Stella Artois Cidre

AB InBev said the new packaging aims to premiumise Stella Artois Cidre

Anheuser-Busch InBev has released new packaging for its Stella Artois Cidre brand.

The design will feature on all bottles and cans in the Stella Artois Cidre family and aims to highlight the cider's "premium positioning", AB InBev said today. An on-pack promotion will support the launch, with prizes including a ten-night stay on an Indian ocean island and a barbecue in an Icelandic volcano.

The global overhaul is the latest packaging change for the Stella Artois portfolio. Last month, AB InBev launched a three-pack for its 33cl Stella Artois bottles in the UK, while in the US earlier in the year it unveiled slimline 11.2 fl oz Stella Artois cans.

Stella Artois is also currently in the middle of a global advertising campaign. The first in a series of new TV ads for the brand was rolled out in March.

Meanwhile, this week AB InBev announced it is to team up with Starbucks to launch an RTD Teavana tea across the US.