Stella Artois will unveil its new Strawberries & Cream beer at the 2026 Wimbledon Championships, marking the latest chapter in its long-standing partnership with the iconic tennis tournament and following last year’s launch of Stella 0.0.
Join our new WhatsApp channel: The Morning Round-Up
Get the biggest pub trade stories straight to your phone. Listen to our one-minute daily news briefing and receive breaking news, exclusives and sector updates throughout the day. Remember to turn notifications on in the top right corner!
Inspired by Wimbledon’s classic pairing of strawberries and cream, the new brew reimagines the tradition in beer form, offering fans a fresh way to experience a much-loved seasonal flavour while tapping into growing demand for flavour-led innovation.
The 3.4% ABV blush-pink beer is said to deliver a fresh strawberry aroma with smooth, berry-led flavours on the palate, topped with a velvety, nitro-infused foam designed to echo the richness of fresh cream.
Bold and innovative
Best served chilled over ice and garnished with a fresh strawberry, it balances delicate summer sweetness with a crisp, refreshing finish.
The launch comes as flavoured beer continues to gain momentum, with Nielsen research showing the category grew 15% in 2025, making it one of the fastest-growing trends in beer.
In addition, the findings highlighted Gen Z as a key driver of this growth, favouring fun, refreshing and lower-alcohol options.
Commenting on the launch, Budweiser Brewing Group UK&I on-trade sales director Giovanne Cury said: “Stella Artois and Wimbledon share a commitment to tradition, and this year we’re bringing one of the Championships’ most cherished rituals to life in a bold and innovative way.
Fresh and exciting
“Stella Artois Strawberries & Cream is a premium lager that celebrates the unmistakable taste of Wimbledon and offers consumers a fresh and exciting way to enjoy the summer.
“We have reimagined Stella Artois for today’s beer drinkers, who are seeking refreshing, flavoured lagers and it’s the ideal serve for our customers to drive excitement in the on-trade over the summer.”
Stella Artois Strawberries & Cream will be available on draught at all on-site Wimbledon bars, as well as SW19 pubs – including All Bar One, the Dog & Fox, the Rose & Crown and the Alexandra throughout the duration of the tournament.
