No matter which horse wins the 142nd Kentucky Derby on Saturday, there is one sponsor that's already outpacing the competition.
Stella Artois' Cidre cider will be making its first appearance at Churchill Downs as part of brewer's official sponsorship of the event. At a time when the cider category is seeing a significant slowdown, Stella is looking to put itself in the winner's circle in 2016.
Cidre is the fastest-growing hard cider brand in 2016, according to Chicago-based market research firm IRI, which measure sales at multioutlet and convenience stores. The brand has seen 80 percent volume growth through March of this year and dollar sales growth of 25 percent. In addition, Cidre is the biggest share-gainer in 2016, up 2.3 points vs last year.