Stella Artois Strawberries and Cream Launch post

Every year, tennis fans consume an estimated 140,000 portions of strawberries and cream at Wimbledon. The tradition of serving strawberries at Wimbledon dates back to the 19th century when the tournament first began and has become an integral part of the Wimbledon experience. Now, Stella Artois is capturing that quintessential Wimbledon tournament magic in a glass, giving fans courtside or at home a completely new, unexpected way to enjoy the classic flavour combination this summer.

Designed for long, sun-drenched afternoons, the blush-pink beer boasts a velvety, nitro-infused foam reminiscent of fresh cream. Served chilled over ice and finished with a fresh strawberry garnish, it balances the delicate sweetness of summer berries with the crisp, refreshing finish that Stella Artois is famous for.

The launch comes as fruit-forward and flavoured beers are officially some of the fastest growing trends in the category. Brits across the UK are increasingly reaching for lighter, fruitier, and crisper serves alongside their traditional favourites, particularly during the Summer months. Leading the charge are Gen Z legal-drinking-age adults, who are spearheading the massive boom in flavour-packed beers as they look for fun, refreshing, and lower-alcohol options that don't compromise on taste. With a lighter ABV of 3.4%, it is perfectly pitched for those looking for a flavourful and refreshing drink to toast the tennis season.

Jessie Landers, Stella Artois Marketing Director at Budweiser Brewing Group UK&I, 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.

For fans looking to get their hands on the refreshing serve, the limited-edition beer will be available on draught at on-site Wimbledon bars and select SW19 pubs for the duration of the tournament. For those watching the matches from home or hosting summer garden parties, Stella Artois Strawberries & Cream will also be available to purchase in Sainsbury’s and Co-op stores nationwide.

Fans heading to Wimbledon can also look out for the return of Stella Artois’ limited-edition white cans, paying homage to the tournament's famous white dress code.