Spanish beer brand Estrella Damm has unveiled a new campaign to inspire the on-trade to champion beers brewed at origin.
Entitled Brewed in Barcelona, the campaign brings Estrella Damm’s provenance and authenticity to life through branded informative keg tops and further information being distributed among bar staff.
This is supported by consistent messaging on POS (point of sale) materials and is backed by two new appointments to support wider trade education.
The keg toppers read: It is not easy to find an imported beer that is still brewed at origin, but we guarantee that our beer is always brewed in Barcelona. Brewed in Barcelona since 1876.
Estrella Damm has also produced branded lanyards for bar staff, featuring brand truths that reinforce the campaign. These include the provenance of its ingredients, location of the brewery and use of the original Damm family recipe from 1876.
To further support its mission of educating customers and consumers on how to best enjoy the 100% Mediterranean beer, Estrella Damm has announced the appointment of a quality manager and a quality trainer.
James Healey, UK country manager for Estrella Damm, said: “As our keg tops read, it is not easy to find an imported beer that is still brewed at origin, but we guarantee that our beer is always ‘Brewed in Barcelona’.
“There is a huge opportunity for Mediterranean beers in the UK at the moment, so it is the perfect time for us to proudly celebrate our authenticity with the trade and inspire them to do the same with their customers.”