New look for Stella Artois Cidre

07 June, 2016

AB-Inbev has unveiled a packaging redesign for its Stella Artois Cidre brand.

The revamp comes two weeks after the company overhauled the packaging for sister brand Stella Artois lager.

The packaging will initially feature a limited edition on-pack competition in which consumers can win a holiday in either the Maldives, Iceland or Fiji, or one of 10,000 branded glasses.

The promotion runs until August 28 and is being backed by TV and outdoor advertising from July 11.

Senior brand manager Ally Atha said: “It is important for cider brands to set themselves apart. Stella Artois Cidre embodies a sophisticated, adventurous lifestyle and we are excited to launch this incredible on-pack promotion and packaging that further distinguishes ourselves from our competitors.”




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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