Nov
21
Estrella Galicia alcohol-free lager is launching into the UK off-trade
A Spanish lager brand is launching an alcohol-free lager exclusively into the UK off-trade.
Estrella Galicia, which is distributed by PLB, is launching 0.0% as well as the super-premium 1906 Reserve Especial 6.5% into the UK market.
The UK is one of the brand’s key targets and although the zero-alcohol space was not a huge category yet, it was starting to grow, Jorge Escuder, strategic planning director at parent company Corporación Hijos de Rivera, told The Grocer.
“The UK market is increasingly open to new international beers and Spanish culture and food has become increasingly successful. We want to be here in the long term and there will be more focus on the brand next year,” he said. “Spain already has a mature alcohol-free market but better-tasting beers are increasingly coming onto the market.”
The launch is being supported by an £100,000 marketing initiative which includes ongoing sponsorship of the SON Estrella Galicia music gigs, and the MotoGP world champion Honda team.
Estrella Galicia is also ramping up on-trade distribution of its Estrella Galicia 4.7%, which soft-launched in the UK last November and has grown its distribution to around 100 bars, pubs and Spanish restaurants.
Mark Johnson of PLB said increasing presence in the on-trade would provide a halo-effect to off-trade sales, where craft, super-premium and flavoured beers were showing strong growth. “In super-premium, volume won’t be in a large part,” he said. “It’s more about presence and getting the message across.”
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