The Stella Artois Cidre range has been extended to include a raspberry variant.

Hoping to target more energetic occasions and more female customers, the new variant is available in 500ml single bottles (rrp £2.19) as well as 4 x 330ml (rrp £5.99) and 8 x 330ml (rrp £11.50) packs with a 4% ABV.

Stella Artois UK marketing manager Phil Pick said: “With this launch, Stella Artois is further demonstrating its commitment to and investment in the cider category. By stocking Stella Artois Cidre Raspberry, our customers will have the opportunity to grow their cider sales, and attract more shoppers with this new sophisticated, high quality flavour.”

As well as the new variant, the entire Stella Artois Cidre range is getting a new design which highlights the sophistication of the brand.

The new look will be supported with a marketing campaign including TV, sampling, out-of-home, digital and in-store activity. This will debut at the end of May with a raspberry variant tag appearing on TV ads in July.