Stella Artois and Bud Light add fruity brews for summer

AB InBev-owned beer brands Stella Artois and Bud Light have entered the rapidly growing fruit beer category.

Stella Artois has added Stella Artois Strawberries & Cream, a limited edition 3.4% abv fruit lager promising “the delicate sweetness of summer berries” and “a velvety, nitro-infused foam”.

It has rolled out in Sainsbury’s and Co-op stores ahead of the start of the Wimbledon Championships later this month (rsp: £6/4x440ml). The launch will be supported by an above the line campaign and activity throughout the tennis competition.

“There’s nothing more synonymous with Wimbledon than strawberries and cream, and Stella Artois Strawberries & Cream brings that much-loved tradition to life giving shoppers something completely new to discover,” said Mark Wingfield Digby, off trade sales director at AB InBev subsidiary Budweiser Brewing Group UK&I (BBG).

Meanwhile, trademark filings with the intellectual property office reveal that Bud Light is set to introduce Lemon Squeeze, billed as “a refreshing lager beer with a squeeze of lemon”.

Approached for comment BBG, confirmed Lemon Squeeze was set to launch in Morrisons stores (rsp: TBC).

“This marks an exciting evolution for Bud Light, expanding our easy-drinking repertoire and complementing our premium lager offering,” said Jess McGeorge-Stevens, premium global brands marketing director at BBG. “Bud Light Lemon Squeeze sits alongside our core range, giving retailers the right formats and options to capture this growing opportunity and bring new shoppers into the category.”

The launches tap into rising demand for fruity brews, led by younger shoppers. Sales of fruit lager are up by over 20% year on year amid a flurry of new launches and growing retailer focus.

Shoppers were seeking “seeking lighter, fruitier, and crisper serves alongside their traditional favourites, particularly during the summer months”, said BBG.

Meanwhile Gen Z legal-drinking age adults were “spearheading the massive boom in flavoursome beers” and looking for “fun, refreshing, and lower-alcohol options that don’t compromise on taste”, it added.