The subject in question was the launch of Stella Artois Cidre (Spring 2011), which was slightly marred, because there was a product recall (some of the bottles had a tendency to explode in people’s fridges; an issue which has now thankfully been resolved). I won’t go into the finer details of their advertising campaign, as they are well set-out in this article on the new Pear variety.
Stella Artois Cidre is made using hand-picked apples and is made to a Belgian recipe. It is bottled at 4.5% ABV.
Colour: Bright orange colour, somewhat akin to the artificial glow of Magners or Bulmers.
Taste: Rather effervescent, with an initial dryness which was followed by the sweetness of freshy-pressed apple juice. Served out of the fridge, this is very refreshing and one of the better bottled sparkling ciders available.
With Ice: I don’t think Stella Artois Cidre (apple) improves with ice, as it loses a lot of its flavour, is less fizzy and, ultimately, provides less refreshment.
A rather good product once you get past the cidre/cider marketing pap; good value for money and worth a punt.