Following the success of its first cider, Stella Artois is at it again with the launch of Cidre Pear.
The drink is going into pubs and bars first before hitting the off-trade next month.

Stella Cidre was launched last year and quickly established itself as a major player in the category with retail sales of more than £50m.

James Watson, Stella Artois’s European marketing director, said: “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.”

Pear Cidre will be supported for a £2m marketing campaign. It will be available to pubs in 568ml bottles and six bottle caes.