Stella Artois is celebrating its partnership with The Championships, Wimbledon 2026, with the launch of limited-edition Stella Artois Strawberries & Cream.
Stella Artois Strawberries & Cream is being sold exclusively with Sainsbury’s and Co-op nationwide until the end of the Championships in a four-pack of 440ml cans (rrp: £6). The launch is being supported with an above the line campaign that will go live later this month.
According to Nielsen data, flavoured beer is one of the fastest-growing trends in the category, currently seeing growth of +15% as consumers are seeking lighter, fruitier, and crisper serves alongside their traditional favourites.
Off trade sales director at Budweiser Brewing Group UK&I, Mark Wingfield Digby, said: “Wimbledon is one of the most iconic moments in the British summer calendar and, 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.”
The Stella Artois and Wimbledon partnership will also be amplified by global brand ambassadors: David Beckham and Maria Sharapova.
Five-time Grand Slam winner, Maria Sharapova, said: “Wimbledon is unlike anywhere else in sport, and its traditions are what make it so special. Even when I was competing, I’d always find a moment during The Championships to enjoy the iconic strawberries and cream. Now that I’m in the stands, I’m excited to take in the championships with a Stella Artois Strawberries & Cream Lager in hand.”
As well as the limited-edition Strawberries & Cream, its limited-edition can competition is returning for 2026 in which one lucky shopper who finds the tennis white-dressed can will win tickets to Wimbledon for the 2026 Championship.
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