Hand-Picked Perfection at Sundance: Stella Artois Cidre Announces National Expansion

16 Jan 2014 --- Stella Artois announced Stella Artois Cidre, the crisp, dry European-style cider launched to widespread acclaim in May 2013, is launching nationwide. As a long-time supporter of cinema and the Sundance Film Festival, Stella Artois Cidre is using the festival's gorgeous wintry backdrop to host a series of occasions showcasing the versatility that has driven Stella Artois Cidre's success.

In May 2013, Stella Artois Cidre was introduced in 26 states. Since then, the increasingly popular beverage has been an important part of a surging U.S. cider market—which is growing more than 100 percent annually. Stella Artois Cidre will now be available in all 50 states. It will also now be available on draught in bars and restaurants nationwide.

"When we launched Stella Artois Cidre, we saw that the cider market in the U.S. was poised for continued growth," said Chris Hanson, Stella Artois. "White wine drinkers in particular have been drawn to Stella Artois Cidre. So, we have decided to expand the Stella Artois Cidre footprint both on shelves and on tap, and where better to celebrate than in the crisp mountain air of Sundance Film Festival?"

To commemorate this expansion, Stella Artois is hosting a range of events at Sundance, including a launch party on Friday, January 17, featuring a surprise performance from an acclaimed musical guest amidst a chic "winter orchard" setting in the Stella Artois Cidre Lodge. The Stella Artois Cidre national launch will be supported by a major media push, including a national advertising campaign.

Elizabeth Banks will join the festivities as a special guest, to toast the success of Stella Artois Cidre.

Stella Artois Cidre is distinct from cider competitors in many ways. It is a crisp European-style cider made with apples hand-picked in wine-growing regions in the Americas. It is a sophisticated cider, drier than many of the sweet domestic brands that occupy American shelves.

Throughout Sundance, Stella Artois Cidre will host food tastings and private dinners as the food-pairing versatility of a crisp, complex cider such as Stella Artois Cidre is one reason the brand has surged in popularity since launch. The brand's distinctive flavor profile has proven popular among white wine drinkers in particular.

As such, Stella Artois Cidre is served in a white wine glass, and pairs well with chicken, fish and a broad selection of cheeses, including Camembert-style cheeses, English cheddars, semi-firm cheeses such as Gruyere and washed-rind cheeses. Stella Artois Cidre's tart profile also balances well with Asian and spicy foods and light salads.

At 4.5 percent alcohol by volume, Stella Artois Cidre is available in two packaging configurations: four-packs of 12-ounce bottles and single, 24-ounce bottles. As noted, Stella Artois Cidre will also be available on draught.