Cidre (pronounced CEE-dra) is described as a European-style cider with a drier, crisper flavor profile than the sweet beverage consumers often associate with cider.
Despite sporting the same upscale Stella Artois branding its parent beverage has made famous, Cidre is targeting a different consumer.
"We don't want to go after your typical beer drinker," said Chris Hanson, Stella Artois Cidre brand manager. "We're ... going primarily for the white wine drinker."
(Read more: Stella Artois hops on the cider bandwagon)
Based on the results of the limited launch, Hanson said, the positioning has been a success.
"The majority of our volume is coming outside of the traditional beer category, so it's coming from ciders, wines and spirits," he said.
It's a notable reversal of a trend that has plagued beer in recent years: continued loss of market share to wine and spirits.
While beer has struggled, the hard cider market has been growing fast.
According to IRI, a Chicago-based market research firm, sales of hard cider were $172 million last year, compared with about $35 million in 2009.
GuestMetrics, which measures sales in bars and restaurants, said sales volume in the cider category rose about 49 percent last year from 2012.
(Read more: Get ready for a beer cocktail boom)
Though hard cider accounts for less than 1 percent of the overall U.S. beer market, analysts project that sales will continue to grow.
Facing stagnant beer sales, brewers large and small are looking to capture a piece of that growth.
Consumers can expect to see the cider wars taken to another level when MillerCoors introduces Smith & Forge Cider in March. The company is going all-out, calling it the largest cider launch since Prohibition.
MillerCoors is already a player in the space with Crispin Cider, which was up nearly 200 percent last year in Nielsen accounts.