Heineken launches ‘super-premium’ cider

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.

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….