Stella Artois has launched a limited-edition Strawberries & Cream Lager ahead of its longstanding partnership with The Championships, Wimbledon. 

The brand said the beer reimagines the event’s tradition of strawberries and cream while also tapping into growing demand for flavour-led innovation. 

It added that flavoured beer is one of the fastest-growing trends in the category, with the segment currently growing by 15%, according to Nielsen total beer data for the 2025 financial year. 

The Strawberries & Cream Lager has a lower abv of 3.4% and a light blush-pink hue. Its nitro-infused foam is designed to be reminiscent of fresh cream. 

The product will be sold exclusively through Sainsbury’s and Co-op stores nationwide until the end of The Championships in four-packs of 44cl cans. It is supported by an above-the-line campaign set to launch later this month. 

Mark Wingfield Digby, off-trade sales director at Budweiser Brewing Group UK&I, said: “Wimbledon is one of the most iconic moments in the British summer calendar and, as the official beer of Wimbledon, we’re always looking for new ways to elevate the consumer experience, even for those enjoying the tournament from home.” 

Meanwhile, Maria Sharapova, five-time Grand Slam champion, added: “Wimbledon is unlike anywhere else in sport, and its traditions are what make it so special. Even when I was competing, I’d always find a moment during The Championships to enjoy the iconic strawberries and cream. 

“Now that I’m in the stands, I’m excited to take in The Championships with a Stella Artois Strawberries & Cream Lager in hand.”