On-trade launch for super-premium Belgian sparkling ciders

Stassen cider

Heineken has announced it is launching its super-premium sparkling cider Cidrerie Stassen into UK pubs and bars after its success in the off-trade.

The Belgian brand’s three variants are now available to selected outlets in the on-trade, offering a premium artisanal cider to trade up from traditional apple ciders.

Coming in 750ml bottles, Cidrerie Stassen borrows cues from the world of sparkling wine – it complements food well, and the sparkling wine-style cork adds theatre to the serve. They are recommended for serving chilled and in a flute.

Stassen Cidre Brut is made with apples from the Aubel valley in east Belgium, with a subtle blend of herbal and tropical fruit notes overlaying a smooth woody character. It has ABV of 7.4%.

Also at 7.4% ABV, Stassen Cidre Cuvée Rosé is made with hand-picked, rare red-fleshed apples. It is a medium sparkling cider with a blend of red apple and raspberry notes, finishing with a hint of tangy rhubarb.

Stassen Cidre Grand Cru Luxury sparkling cider is made only with freshly pressed apples from the Aubel Valley. At 8.2% ABV, it is a medium-dry sparkling cider with hints of fragrant maraschino cherry and rose and a long fruity finish.

Emma Sherwood-Smith, cider director at Heineken, said: “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.

“Our aim with all our new product development 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.”

The launch is based on insights into how consumers are changing the way they socialise and investing in good-quality moments with good friends and high-quality food and drink. These consumers aged 30 to 45, 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.

Emma added: “We’re delighted that despite only being available in the UK off-trade for a few months, all three variants have already been recognised by two awarding bodies: at the International Monde Selection competition and the International Taste and Quality Institute.

“It’s a great achievement for such a new brand and we look forward to seeing our customers shake up their cider offering with our latest innovation.”

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