Belgium's leading cider producer is planning to enter the UK just over a year after winning its independence from S&N.
Stassen was bought back by the family of the same name in January 2008, 16 years after being sold to Bulmers, which was itself swallowed by S&N in 2003.
The launch of the Stassen bottled cider brand will take the family-owned company head-to-head with S&N brands Strongbow and Bulmers, as well as market-leading premium brand Magners.
The Belgian producer is planning to launch 'over ice' apple and pear ciders in early May. Both have an abv of 6% and will be available in 33cl and 50cl bottles.
Ex-S&N executive Chris Wallace will be the launch's UK representative. "We're talking to a couple of well-known drinks distributors with no current involvement in the cider market, and hopefully will have something finalised in four to five weeks," he said.
A marketing budget was in place, Wallace added, although it was "nothing like the level of Strongbow's".
S&N sold Stassen to raise cash in an attempt to fight the hostile takeover approach from Heineken and Carlsberg last January.
Bulmers launched a version of the Stassen brand - a range of fruit flavoured ciders - in the UK in 1992, but withdrew it soon after.
Stassen was involved in the development and production of the Jacques fruit-flavoured cider brand, which has since been taken in-house at S&N's Ledbury plant in Herefordshire.
The Belgian firm still has a contract to make Strongbow for the European market and Strongbow Gold for the UK.
Stassen was bought back by the family of the same name in January 2008, 16 years after being sold to Bulmers, which was itself swallowed by S&N in 2003.
The launch of the Stassen bottled cider brand will take the family-owned company head-to-head with S&N brands Strongbow and Bulmers, as well as market-leading premium brand Magners.
The Belgian producer is planning to launch 'over ice' apple and pear ciders in early May. Both have an abv of 6% and will be available in 33cl and 50cl bottles.
Ex-S&N executive Chris Wallace will be the launch's UK representative. "We're talking to a couple of well-known drinks distributors with no current involvement in the cider market, and hopefully will have something finalised in four to five weeks," he said.
A marketing budget was in place, Wallace added, although it was "nothing like the level of Strongbow's".
S&N sold Stassen to raise cash in an attempt to fight the hostile takeover approach from Heineken and Carlsberg last January.
Bulmers launched a version of the Stassen brand - a range of fruit flavoured ciders - in the UK in 1992, but withdrew it soon after.
Stassen was involved in the development and production of the Jacques fruit-flavoured cider brand, which has since been taken in-house at S&N's Ledbury plant in Herefordshire.
The Belgian firm still has a contract to make Strongbow for the European market and Strongbow Gold for the UK.
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