Stella Artois Cidre Pear follows a successful launch for the cider’s apple variant, which sold £50 million worth in its first year and was drunk by more consumers than any other cider in the off-trade in its first year in the market, according to Kantar World Panel figures to March.
It now has a 16.8% share of the off-trade premium cider market by volume, according to Nielsen data to March 31.
Stella Artois European marketing director James Watson said: “We are absolutely delighted with the success of Stella Artois Cidre and it is our intention to continue to innovate to give choice to our consumers, and growth opportunities for our customers.
“With the premium credentials of Stella Artois, the proven success of Stella Artois Cidre and the research results we have seen for Stella Artois Cidre Pear, we anticipate our new variant will give further boost to the cider category and delight our consumers.”
The pear cider, made to a Belgian recipe like its cider variant, will be available in both the on and off-trades and will be backed with an integrated marketing campaign for both variants across the summer.
It comes in 56.8cl single bottles and six-bottle cases.