AB InBev has given Stella Artois Cidre a packaging overhaul to reflect the tipple’s premium positioning, supported by a multimedia push.

The ‘bold’ new look is being rolled out from this week featuring elegant paint stroke detailing designed to highlight the brand’s ‘hand-picked’ apple and fruit flavours, and its “passion for quality ingredients”.

It is being introduced on Stella Artois Cidre bottle and can formats across the five-strong portfolio - apple, pear, peach, raspberry and elderflower.

In addition to reinforcing the brand’s premium positioning, the “sophisticated” makeover would further distinguish Stella Artois Cidre from its competitors, said senior brand manager Ally Atha, adding it was a clear statement of the brand’s “unique, vibrant personality”.

AB InBev, which revealed a “sophisticated” new look for stablemate Stella Artois last week alongside a 3x330ml pack format, is supporting Cidre with an on-pack promotion giving consumers the chance to win “extraordinaire adventures” ranging from a private BBQ in the caves of an Icelandic volcano to building a treehouse on your own Fijian island.

Running until 28 August 2016, the on-pack activity will be backed by TV and OOH advertising from 11 July.