Stella Artois is celebrating its longstanding partnership with The Championships, Wimbledon 2026, by launching a limited-edition product: Stella Artois Strawberries & Cream. Stella Artois reimagines the event’s iconic tradition – strawberries & cream – as a beer, tapping into the growing demand for flavour-led innovation.
Flavoured beer is one of the fastest-growing trends in the category, currently seeing growth of +15% as consumers are seeking lighter, fruitier, and crisper serves alongside their traditional favourites, particularly during the summer months[1]. Leading the charge are Gen Z legal-drinking-age adults, who are spearheading the massive boom in flavoursome beers as they look for fun, refreshing, and lower-alcohol options that don’t compromise on taste[2]. 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.
Designed for long, sun-drenched afternoons, the blush-pink beer boasts a velvety, nitro-infused foam reminiscent of fresh cream. Best 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. Perfect for summer drinking occasions, the beer is designed to meet the needs of new audiences seeking flavoured beers.
With 283,730 portions of strawberries & cream served in 2025 at Wimbledon[3] it is a celebrated part of the overall experience. Stella Artois Strawberries & Cream gives fans the opportunity to experience the flavours of this iconic Wimbledon tradition in a refreshing and unexpected new format that is perfect for summer.
Mark Wingfield Digby, Off Trade Sales Director at Budweiser Brewing Group UK&I, said: “Wimbledon is one of the most iconic moments in the British summer calendar and, as the official beer of Wimbledon, we’re always looking for new ways to elevate the consumers’ experience, even if they are taking part from home.
“There’s nothing more synonymous with Wimbledon than strawberries and cream, and Stella Artois Strawberries & Cream brings that much-loved tradition to life giving shoppers something completely new to discover.”
Maria Sharapova, five-time Grand Slam winner, said: “Wimbledon is unlike anywhere else in sport, and its traditions are what make it so special. Even when I was competing, I’d always find a moment during The Championships to enjoy the iconic strawberries and cream. Now that I’m in the stands, I’m excited to take in the championships with a Stella Artois Strawberries & Cream Lager in hand.”
Stella Artois Strawberries & Cream is being sold exclusively with Sainsbury’s and Co-op nationwide until the end of the Championships in a 4-pack of 440ml cans, allowing shoppers to take part in the energy and excitement that Wimbledon generates every year.
The launch of Stella Strawberries & Cream is being supported with an above the line campaign that will go live later this month.
Stella Artois is a long-term partner of Wimbledon and continues to look for exciting and meaningful ways to connect with consumers and bring them memorable and premium experiences. The partnership is amplified by global brand ambassadors: David Beckham and Maria Sharapova.
In 2025, the Wimbledon partnership was brought to life with a limited-edition, Wimbledon can dressed in white, tapping into the dress code and traditions of Wimbledon to create something highly desirable for consumers. This year, the limited-edition can is returning and is at the centre of a national treasure hunt where one lucky shopper who finds the tennis white-dressed can will win tickets to Wimbledon for the 2026 Championships.
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