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US: Anheuser-Busch InBev extends Stella Artois Cidre launch

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Anheuser-Busch InBev is to launch its Stella Artois cider brand in the US as demand in the category continues to rise.

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Stella Artois Cidre will go on sale to retailers in 26 states from 13 May, A-B InBev said today (7 May). More states may be added next year, the company said.

A company spokesperson said the brand offers an alternative to white wine. “Stella Artois Cidre is very different from sweeter, domestic US ciders,” the spokesperson said. “It has the potential to change people’s perceptions of cider here.”

Cidre was launched in the UK in 2011, with a pear extension launched in June last year.

Hard cider is enjoying strong growth in the US. Figures last month showed that on-trade sales leapt by 70% in the first quarter of the year.


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