Estrella Damm, the Mediterranean beer from Barcelona, has unveiled a new logo and packaging design for the UK market that highlights its rich heritage, use of all-natural ingredients and quality credentials. The new, vintage look underpins the ongoing investment into the brand and is set to propel Estrella Damm to continued strong growth from this month.
The design refresh, which will roll out across point of sale in the on-trade and through cans and bottles in the off-trade, pays homage to Estrella Damm designs from the past to reinforce its unrivalled history in Mediterranean beer. The re-style also brings to the fore key brand truths, such as; using August K. Damm’s original recipe since 1876, being crafted from 100% natural ingredients and having scooped many prestigious beer awards over the past 142 years. A new logo, reminiscent of the first ever Estrella Damm marques, completes the look.
The re-design is part of an investment to consolidate Estrella Damm’s position as one of the stand-out performers in the UK beer market. As the fastest growing world beer brand in the UK off-trade, at 113%, Estrella Damm has climbed from the 12th biggest world beer brand to 4th over the past year[1] in UK retail – while in the on-trade, Estrella Damm is growing over three times faster than the UK world beer market, at 32%.[2]
The introduction of the new design will be complemented by a fully integrated marketing campaign throughout 2019, which inspires the UK drinks trade and beer drinkers alike with a taste of Barcelona’s lifestyle, culture and gastronomy. Key activities include sponsorship of the Top 50 Gastropubs awards, The National Restaurant Awards and a partnership with Luna Cinema, the UK’s largest outdoor cinema provider.
James Healey, UK Country Manager for Estrella Damm, said: “It has been another tremendous year for Estrella Damm in the UK, with the brand outperforming the UK world beer category in both the on and off-trade, and this been down to beer drinkers seeking out our offering of a high quality, authentic Mediterranean beer brewed to the original recipe using only natural, local ingredients. As we look forward to 2019, we were keen to highlight these elements of the brand more clearly through the label and logo and we are confident that the refreshed, vintage design will ensure that Estrella Damm stands out and continues its strong growth in the UK.”
[1] IRI: MAT to TBC
[2] CGA: MAT to 23rd March 2018
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