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News
Estrella Damm Joins Wells And Young's Speciality Beer Portfolio
20th April 2010
Estrella Damm, one of Spain's most popular beers, has joined the Wells and Young's portfolio strengthening the brewer's position as the leading supplier of premium, speciality world lager brands.
Wells and Young's, the UK's largest privately owned brewery, now has the sole importing, marketing and distribution rights across the UK.
One in four bottles of beer purchased in Spain and seven in every ten beers purchased in Barcelona are Estrella, making it the most popular bottled beer in Spain.
Initially, the beer will be available in a 330ml bottle and with the Estrella 'star' the focal point of the packaging, the bottle is instantly recognisable.
The beer has been available in the UK for the last two years and has benefitted from two high profile advertising campaigns predominantly in London. The adverts are colourful, creative and embody the personality of Barcelona. New adverts have already been planned for 2010, and will feature the strapline: 'The Beer of Barcelona'
Nigel McNally, MD of Wells and Young's says: "Once again, Wells and Young's is proving its credentials as one of the top UK distributors of speciality beers. Estrella Damm is an excellent addition to our portfolio and we have a very exciting opportunity to grow this brand in the UK. And the timing is perfect. According to Nielsen, the world beer category is performing 10% better than the premium bottled lager market." (Latest Nielsen on-trade data to July 2009.)
Enric Crous , MD of Damm Group, says "We are very satisfied with this arrangement. Well's and Young is a company with a solid distribution network, especially with Premium Export Beer. This deal will secure a significant presence for our brand in the UK. Generations of master brewers have perfected the character and taste of Estrella Damm and we are proud to share this part of Barcelona's heritage with UK consumers who appreciate premium beers."
Estrella Damm is internationally recognised as an exceptionally tasting beer, most recently winning a Gold Medal at the 2009 World Beer Championships in Chicago.
Estrella Damm has a high intensity, complex aroma. It is fruity and floral on the nose with a hint of sweet spices. The smooth, lightly effervescent beer has a fresh, creamy texture and pleasant lingering aftertaste.