New large format for Estrella Damm

28 November, 2013

A new 66cl bottle for Catalan lager Estrella Damm is hitting shelves this month as distributor Wells & Young’s seeks to capitalise on the growth in larger formats.

The 66cl bottle is the fastest growing format in the world beer category (CGA, October 2013) and Wells & Young’s is billing it as a “sharing bottle”.

Brand manager Genna Burchell said: “As the Beer of Barcelona, Estrella Damm brings a taste of the Mediterranean – which is all about sharing good food and good experiences with friends – to the UK.

“Estrella Damm is now becoming widely recognised as a fantastic accompaniment to food and we have launched the 66cl bottle to help people experience this at home.  As well as providing a great sharing option, the sleek, premium design looks as well placed on the table as a bottle of wine.” 




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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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