Stella Artois is launching a new limited-edition beer inspired by Wimbledon, incorporating the championship's iconic strawberries and cream flavours. The blush-pink brew features a velvety, nitro-infused foam that mimics fresh cream.
Product Details
The beer, with a 3.4 per cent ABV, is best served chilled over ice with a fresh strawberry garnish, offering a lighter, quintessentially British twist on the original lager. According to the brewers, fresh strawberry leads the aroma with a soft, slightly sweet creaminess.
Availability
It will be available on draught at bars on-site at the Wimbledon tournament. Fans without tickets can purchase it at Sainsbury's and Co-op stores across the UK, as well as select pubs in the Wimbledon area.
Tournament Context
The Championships begin on June 29th, with British players Jack Draper, Emma Raducanu, Cameron Norrie, and Katie Boulter competing. Italy's Jannik Sinner returns to defend his title after defeating Spain's Carlos Alcaraz last year. However, two-time champion Alcaraz will not participate due to a wrist injury that also ruled him out of the French Open. Poland's Iga Świątek, who won the women's final against the United States' Amanda Anisimova, aims to defend her women's singles crown.
Brand Statement
Jessie Landers from Budweiser Brewing Group UK&I, the company behind the drink, said: “Strawberries and cream is at the heart of the quintessential Wimbledon experience. By launching Strawberries & Cream Flavoured Lager, we are giving fans the opportunity to savour this tradition in new and unexpected ways. With each year of our partnership, we are proud to celebrate the traditions that make The Championships truly special.”
Tradition and Trends
An estimated 283,730 portions of strawberries and cream are consumed at Wimbledon annually, a tradition dating back to the 19th century. The launch comes amid rising demand for fruit-flavoured beers, a fast-growing trend particularly among younger drinkers seeking lighter, lower-alcohol options. Additionally, Stella Artois will bring back its limited-edition white cans at the tournament, paying homage to Wimbledon's famous all-white dress code.
