Stella Artois has unveiled a limited-edition strawberry lager which will be available in selected Co-op and Sainsbury’s stores, as well as on draught at Wimbeldon’s on-site bars, during the tennis championship.

Celebrating its 12th year as the Official Beer of Wimbledon, Stella Artois’ strategy is centred around one of the UK tennis event’s rituals. With 283,730 portions of strawberries & cream enjoyed in 2025 alone, this 2026 activation ties in with the traditions of The Championships.

Jessie Landers, Stella Artois marketing director at Budweiser Brewing Group UK&I, said: “Strawberries and cream is at the heart of the Wimbledon experience. By launching Strawberries & Cream Flavoured Lager, we are giving fans the opportunity to savour this tradition in a new and unexpected way. With each year of our partnership, we are proud to celebrate the traditions that make The Championships truly special.”

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With a lighter ABV of 3.4%, this fruity beer is also pitched for those looking for a refreshing drink to toast the tennis season. Blush-pink in colour, it boasts a nitro-infused foam reminiscent of fresh cream. Best served chilled over ice and finished with a fresh strawberry garnish.

Maria Sharapova, five-time Grand Slam winner and brand ambassador, added: “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 is also leveraging its packaging to drive point-of-sale visibility. The brand is bringing back its limited-edition ‘Wimbledon White Can’ for 2026, tapping into the event’s famous traditional white dress code.