When Stella Met Cider - Ansoff Matrix in Action

Something big is brewing in the UK drinks market. For the first time, a leading lager brand has decided to attempt a brand extension by entering the cider market…

Called Stella Artois Cidre, Stella is aiming to exploit the opportunity of capturing a share of the fast-growing UK cider market. The new product will be available from Friday 29 April 2011 (the same day as Prince William gets married to Kate Middleton) and will be promoted using a “multi-million pound promotional campaign”.

Cider sales in the UK have risen 46% to 840 million litres over the last five years, according to consumer research experts Mintel. The organisation also says pear and fruit ciders are attracting a new type of cider drinker, mainly women aged between 18 and 24.

Where does this new product launch sit in the Ansoff Matrix? One for your students to attempt…and also perhaps consider whether Stella’s move is likely to prove successful.