Stella Artois is serving up a limited‑edition Stella Artois Strawberries & Cream Lager as it looks to capitalise on peak summer drinking occasions and the huge cultural pull of Wimbledon.

The launch marks the brand’s first flavoured beer in the UK and is designed to tap into growing demand for lighter, fruit‑forward alcohol options.

Stella wants to stay culturally relevant, recruit younger drinkers and align itself with one of Britain’s most iconic seasonal rituals. With strawberries and cream synonymous with Wimbledon, the brand is using the flavour profile as an accessible entry point into flavoured beer — a segment that continues to grow as consumers seek refreshing, lower‑bitterness options during warmer months.

The 4% ABV lager blends strawberry sweetness with a smooth, creamy finish, aiming to deliver a “summery twist” while retaining Stella’s familiar crispness. Available in 440ml cans with a striking pink design, the limited run is positioned to drive impulse purchases and social‑sharing moments throughout the tournament.

Brand director Ali Humphrey said the launch is about “bringing a playful, seasonal innovation to the category” and giving retailers a timely sales driver during one of the UK’s biggest sporting events. Better Retailing reports that the brand expects strong uptake among shoppers looking for novelty, gifting and event‑themed drinks.

The new flavour is rolling out now across major retailers and convenience channels.