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.

Stassen Cidre Grand Cru low res

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 into these occasions, by offering a premium artisanal cider to trade up from traditional apple cider.”

Read more:
Cider news
Heineken ciders remain strong in Britain

Housed in a 750ml bottle and closed with a cork, the cider borrows cues from the world of sparkling wine and is intended to be unisex in its appeal.

The three variants include Stassen Cidre Brut, Stassen Cidre Cuvée Rosé and Stassen Cidre Grand Cru. Furthermore, it is advised that it be served in a chilled flute.

“Cidrerie Stassen is a very exciting launch for us and drinkers will be intrigued by the refined style and luxury variants of this new sparkling sharing cider”, said Emma Sherwood-Smith, cider director at Heineken. “Our aim with all our NPD is to provide operators 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.”

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.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Brand and Marketing Manager

New Generation Wines
London, UK

On-Trade Regional Sales Manager

Anthony Byrne Fine Wines
West Midlands & Northants

Logistics Team Leader

Speciality Drinks
London, UK

London Account Manager

Speciality Drinks
London, UK

Key Account Executive

Berkmann Wine Cellars
London, UK

Assistant Operations Manager

Speciality Drinks
London, UK

National Account Manager

Berkmann Wine Cellars
London, UK

Sales - Global Wine Competitions

The Drinks Business
London, UK

London Business Development Manager

Vine Distribution Services
Chelmsford, UK

Customer Services Administrator

Speciality Drinks
London, UK

The International Food and Drink Event 2019

London,United Kingdom
17th Mar 2019

Vinitaly 2019

Verona,Italy
7th Apr 2019

The Wine & Spirits Show

London,United Kingdom
12th Apr 2019
Click to view more

The Prosecco Masters 2019

Deadline : 22nd March 2019

The Global Sparkling Masters 2019

Deadline : 25th March 2019

Click to view more

The Global Riesling Masters 2018

View Results

Rioja Masters 2018

View Results

Click to view more