A cidre is bringing Europe to the UK

Who would have thought a brewer could bring Europe a little closer to the UK, especially when keeping in mind the relationships the people are having to their drinks on this island? I wouldn't, so I was quite surprised seeing the new Stella outdoor ads recently.

Anheuser-Busch have launched their new outdoor campaign in the UK promoting their all new cidre. Against all rules of British advertising it's a European campaign. The ads are dominated by slogans like 'C'est Cidre, not Cider!' or 'Pour into a chalice, not a glass' and 'From the continent, not the country'. Some smart Marketing people like Mark Ritson who did express his opinion on the Marketing Week might believe it will fail miserably, I love it though! This is great in this market which has been dominated by international beverage brands for years and years anyway. First they brought us drinks, now they're bringing language. Who knows, in the end the British might become a little francophone once they realised that a big chunk of their drinks is already coming from over the channel. And this is all because of a cidre from Belgium.

However I'm wondering how to order drinks in my local now. Probably something like: 'Ehhh mate, how bout a fucking chalice of cidre?!? Cheers mate!' Well, I'm not doing cider anyway. I rather go for a pint of one of these fantastic ales you wouldn't get anywhere else than on this remote small island.