Heineken launches Cidrerie Stassen into on-trade

HEINEKEN launches Cidr opt

Heineken’s Cidrerie Stassen has been launched in the on-trade following a successful trial in the off-trade. Heineken expects the super-premium cider brand will reach new audiences and new occasions, broadening the cider category.
Cidrerie Stassen is a premium artisanal cider and borrows cues from the world of sparkling wine with a sparkling wine-style cork. It is available in three varieties Stassen Cidre Brut, Cidre Cuvée Rosé and Stassen Cidre Grand Cru Luxury and is described by the company has having “unisex appeal”. 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 bottle.
Emma Sherwood-Smith, Cider Director at Heineken, comments, “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. 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.”