Heineken trials Cidrerie Stassen

29 March, 2016

Heineken is trialling a Belgian cider brand in Sainsbury’s stores with a view to growing the super-premium cider segment.

Cidrerie Stassen is crafted in the Belgian Vallee D’Aubel, where the Stassen family have made ciders since 1895. This is the brand’s inaugural appearance in the UK market.

Heineken hopes Cidrerie Stassen will tap into the trend for premiumisation, by offering a premium cider to trade up from World Cider. The brand borrows cures from sparkling wine in that it is “sophisticated, complements food and the Champagne-style cork provides theatre to the serve”.

Emma Sherwood-Smith, cider director at Heineken, said: “Cidrerie Stassen is a very exciting trial for us and shoppers will be intrigued by the refined style and luxury variants of this new Champagne-style corked cider.

“Our aim with all our NPD is to provide retailers with drinks that grow their business and the category. By moving out of the traditional cider drinking occasions, we can expand the category and further add to its growth.

“The Super-Premium brand has a unisex appeal and is perfect for sharing with friends over food. We’ll be looking to educate shoppers to drink Cidrerie Stassen from a flute to ensure they benefit from the quality experience of this fantastic brand.”

Heineken is currently trialling three varieties, all in 750ml corked bottles, priced between £8 and £10 each. These are: Brut, a 7.4% abv blend of apples and a touch of pear juice; the 7.4% abv Cuvee Rose, a pink cider made using red-flesh apples with notes of red berries; and Grand Cru, a delicate fresh cider with a long fruity finish at 8.2% abv.

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