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US: Anheuser-Busch InBev rolls out Stella Artois Cidre nation-wide

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Stella Artois Cidre is being rolled out to all 50 US states as brand owner Anheuser-Busch InBev looks to capitalise on the category's growing popularity. 

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The roll-out of the 4.5% abv “European-style” cider will be backed be a “major” media push, including a national advertising campaign, A-B InBev said today (16 January). The brand was first introduced to 26 US states last May

Cidre will also be made available on draught in bars and restaurants throughout the country, the company said. In the off-trade, it is available in four-packs of 12-ounce bottles and single, 24-ounce bottles.

The US cider market is still showing significant growth, with on-trade category volumes up 53% in the year to November, latest figures show. However, the category remains a tiny portion of the US' overall beer market. 

"White wine drinkers in particular have been drawn to Stella Artois Cidre,” said Chris Hanson, Cidre's US brand manager. 

To mark the expansion, A-B InBev is hosting a series of brand showcase events at the Sundance Film Festival, kicking-off in Utah today. 

The brewer is also launching a major new hard cider brand - Johnny Appleseed - in April, it revealed last year. 


Sectors: Beer & cider

Companies: Anheuser-Busch InBev

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