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

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.”

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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.”