I was lucky enough to be at the launch event last week for Stella Artois‘ new venture. I really had no clue what the event was about when I received the invite in my inbox, the press folk weren’t allowed to disclose any information. The funny thing is; I don’t drink any more so for me to be attending an alcohol related event doesn’t sound right. The event was held at Centre Point’s Paramount Bar & Restaurant. Continues on the reverse.
One of the reasons I chose to attend in the first place was to photograph the view from up there, ya’ll saw my best photography a few days ago in LDN.365.
Now to the product. Cidre which is French for cider. It’s a premium drink made from the finest Belgian apples. It’s also fermented in Belgium and imported to the UK. The drink is exclusive to us.
The president of ABInBev UK, Stuart Macfarlane who presented the product is extremely confident of it’s success. He boasted about the drink’s bottle design and how showed us the bottles of market rivals – so that we knew he had a point. The design is classy, very classy and far superior to that of their rivals. It’s a little reminiscent of an olive oil bottle though haha. The design made me want to drink, no joke.
So after the presentation, we got to the tasting. I was given a glass (pictured below) and yes I had a tiny sip. I must say I haven’t tasted a cider as good as that and I’ve had my fair share of ciders as I couldn’t stand beers. You can’t really taste the alcohol which is the best thing about it, as it’s a pleasurable drinking experience. I would pick the Stella’s Cidre over a Bulmers, Strongbow and Magners any day. Cidre will be available cans & bottles in stores nationwide from Easter 2011. It’s all about premium, quality, crafted and heritage.
I shall leave you with imagery and drink facts. Drink responsibly folks. I’ll stick to Ribena nevertheless.
Category – Cider, 4.5% abv
Available – From Easter
Location – UK
Price – Not specified
Distribution – Anheuser-Busch InBev
The Stella cider variant, produced in Belgium and imported into the UK, will be available in 568ml bottles and 440ml cans.
The launch will be backed by a media and in-store campaign.