Heineken launches ‘super-premium’ cider

15th August, 2016 by Lauren Eads

Dutch brewer Heineken has launched a new “super-premium” cider, aimed at those who “yearn for the finer things in life”, onto the UK on-trade.

Stassen Cidre Grand Cru

Cidrerie Stassen’s three variants are available now in select on-trade outlet, following a successful trial in the off-trade.

Announcing its launch, the brewer said it expected the brand to “reach new audiences and new occasions, broadening the cider category”.

“Insight shows that consumers are changing the way they socialise, and investing in quality moments with good friends and high quality food and drink”, said Heineken.

“These mature consumers (30-45-year-old adults) who yearn for the finer things in life, are behind this evolution of the special occasion trend, which is opening up more in-outlet occasions to operators. Cidrerie Stassen will tap….

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One Response to “Heineken launches ‘super-premium’ cider”

  1. Ciderman says:

    Note that Stassen cider is ‘old wine in new bottles’. Heineken is since 2012 owner of the Stassen company and this production plant produces 25 million litres of cider a year, lots of aromatic ciders, it has little to do with Real (craft) cider.

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