AB InBev is debuting a flavoured extension of its Stella Artois brand and a lemon Bud Light lager, both for the UK market.
Stella Artois Strawberries & Cream has been released against the backdrop of the brewer’s sponsorship of tennis championships Wimbledon – of which the brand is the ‘official beer partner’. The limited-edition, “blush pink” SKU has an ABV of 3.4% and will be sold in retail multiples Sainsbury’s and The Co-operative “nationwide”, as well as at on-site Wimbledon bars and “select” nearby pubs until the end of the championships on 12 July.
Stella Artois Strawberries & Cream comes in four-packs of 44cl cans with an SRP of GBP6 (US$8.05).
The off-premise sales director at Budweiser Brewing Group UK & Ireland, Mark Wingfield Digby, said: “As the official beer of Wimbledon, we’re always looking for new ways to elevate the consumers’ experience, even if they are taking part from home.
“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.”
For Bud Light, meanwhile, a lemon-flavoured SKU called Bud Light Lemon Squeeze will be hitting UK shelves this summer. The brand owner told Global Drinks Intel the NPD taps “into growing consumer demand for more accessible and flavour-forward options within the category”.
“The new addition reflects how younger legal-drinking-age consumers are broadening their engagement with beer,” the spokesperson said. “Alongside traditional lager occasions, a new generation of drinkers is seeking out flavour profiles.
“This launch marks an exciting evolution for Bud Light, expanding our easy-drinking repertoire and complementing our premium lager offering. 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.”
In April, the UK unit relaunched a marketing campaign, ‘Spanish Summer, No Matter When’, for Spanish beer brand Mahou San Miguel. Budweiser Brewing Group holds the production, sales, marketing and distribution rights for the brand in the market.
