Heineken launches wine-style Cidrerie Stassen ciders

12 August 2016

Heineken is introducing a range of premium cider to the on-trade, called Cidrerie Stassen, after a successful trial in the off-trade.

It’s available in three varieties: the dry Stassen Cidre Brut and medium-dry Stassen Cidre Grand Cru, both made with the Aubel Valley apples; and Stassen Cidre Cuvée Rosé, a medium cider made with red-fleshed apples.

The 750ml bottles take inspiration from sparkling wine and were designed to appeal to a wider audience than traditional ciders. With each bottle coming corked, Heineken hopes to offer the on-trade an alternative offering to wine with a meal, and intends the ciders to be paired with food.

Heineken's cider director Emma Sherwood-Smith said: '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 cider's branding is also intended to enforce Cidrerie Stassen as a premium drink, with a detailed label design on a metallic, textured label and embossed bottle.

Heineken recommends Cidrerie Stassen be served chilled and in a flute.

Heineken, 0345 878 7075

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