A-B Going Big With Stella Cidre

Dear Client: A-B will launch Stella Artois Cidre in the U.S. for the first time next week. A-B specs bill Stella Artois Cidre as "a crisp, distinctive European-style cider made with apples hand-picked from wine growing regions," at 4.5% alcohol. Watch out Angry Orchard. A-B jumped in a year ago with Michelob Ultra Light Cider, but "that's a different consumer set." According to brand director, Rick Oleshak, Stella Artois Cidre will be positioned differently than most any cider on the