Stella Artois has introduced a limited-edition strawberries & cream beer to mark its partnership with The Championships, Wimbledon 2026.
The 3.4% ABV lager reworks the tournament’s traditional strawberries & cream dish into a flavoured beer, aligning with growing demand for lighter, fruit-forward options during the summer. Flavoured beer is currently growing at 15%, driven by shoppers seeking more refreshing, lower-strength choices.
The blush-pink beer features a nitro-infused foam designed to echo fresh cream, with a flavour profile balancing strawberry sweetness and a crisp finish.
The launch taps into one of Wimbledon’s most recognisable rituals, with 283,730 portions of strawberries & cream served at the tournament in 2025.
The product is available exclusively through Sainsbury’s and Co-op Wholesale-supplied stores in a four-pack of 440ml cans until the end of the Championships, and the launch is supported by a marketing campaign.
Stella Artois has also launched a national treasure hunt, where one lucky shopper who finds a special can of the lager dressed in white will win tickets to Wimbledon for the 2026 Championships.
