Anheuser-Busch InBev UK is on the hunt for more apples for Stella Artois Cidre

Anheuser-Busch InBev UK is on the hunt for more apples for Stella Artois Cidre

Anhesuer-Busch InBev UK has warned that it is struggling to satisfy demand for its recently-launched Stella Artois Cidre variant.

A report in The Grocer earlier this week claimed that the UK unit is “struggling to source enough Jonagold apples” to keep up with “unprecedented demand” for Cidre, which rolled out across the UK earlier this year.

A-B InBev UK's president, Stuart MacFarlane, was cited in The Grocer piece as saying: “We're running out (of apples), so we may need to look at other varieties. We've got two cider-making partners in Belgium, and have already upped our capacity with them fivefold so may need to source additional cider makers,” he told the UK grocery publication.

When contacted by just-drinks yesterday, A-B InBev UK released a statement in which it boasted that “Stella Artois Cidre has got off to a fantastic start in its first few months on sale”. The statement continued to highlight the brand's strong performance, although stopped short of giving specific figures.

“To ensure we don’t disappoint consumers or customers,” the statement concluded, “we are working with our retail partners to manage stocks carefully".

A spokesperson for A-B InBev declined to comment further when contacted this morning.