Estrella to become 'beer of Barcelona'

06 April, 2007

Anheuser-Busch is backing newly-launched Estrella Damm with a marketing drive designed to position it as "the beer of Barcelona".

An ad campaign in trade and consumer restaurant and lifestyle press will run from this month, alongside a number of promotions.

A-B will give c onsumers the chance to win tickets to Spanish football matches - Estrella Damm sponsors Spain's Liga de Fútbol Profesional, the Valencia America's Cup and Spanish clubs FC Barcelona, RCD Mallorca and RCD Espanyol.

UK marketing director Jim Gorczyca said: "Consumer demand for imported beers is increasing year on year in the UK, and we have a strong marketing plan in place to drive Estrella Damm's growth in the emerging segment."

The 4.6 per cent abv lager is currently in specialist convenience stores in single-serve 33cl bottles. A-B plans to introduce a 4x33cl pack that will also target multiple grocers later this year.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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