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Stella Artois is set for a dramatic move into cider, The Grocer can reveal – the first time a leading lager brand has crossed the category divide. Stella Cidre, a 4.5% abv premium cider, will be brewed exclusively for the UK market in Belgium.
While the explosive success of Stella Artois 4% has hogged the limelight in lager lately, sister brand Stella Artois has quietly crept out of the shadows to claw back market share.
Stella Artois 4% is the most successful launch in grocery of the past year, new data from IRI has revealed.
The InBev lower-alcohol lager, which was only launched last August, fought off competition from Cadbury's Creme Egg Twisted and Birds...
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