HEINEKEN launches Cidrerie Stassen into the On-Trade


Heineken has announced it has launched its award-winning super-premium cider brand, Cidrerie Stassen, into the UK on-trade after a successful trial in the off-trade.

The company hopes to reach new audiences and new occasions with the super-premium cider brand, as they aim to broaden the cider category.

The Cidrerie Stassen brand offers consumers a product that fits well in the special occasion trend, by offering a premium artisanal cider to trade up from traditional apple ciders.

Cidrerie Stassen borrows cues from the world of sparkling wine – it compliments food well, and the sparkling wine-style cork adds theatre to the serve.

The unisex appeal of the brand, the serve and complex taste is a significant step change in the cider market.

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 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.”

The brand is available in three variants: Stassen Cidre Brut, Stassen Cidre Cuvée Rosé and Stassen Cidre Grand Cru.

Stassen Cidre Brut is a dry sparkling cider with a subtle blend of herbal and tropical fruit notes. Stassen Cidre Cuvee Rose is a medium sparkling cider with a blend of red apple and raspberry notes, finishing with a hint of rhubarb. Stassen Cidre Grand Cru is a medium dry sparkling cider with hints of fragrant maraschino cherry and rose.

The branding includes premium cues on-pack, such as an intricate label design on a metallic, textured label, a sophisticated, eye-catching logo and embossed 750ml corked bottle.

The brand has already experienced success, with recognition from awarding bodies. Emma explains: “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.”