Spanish premium lager brewer Estrella Galicia is to launch an alcohol-free draught keg in the on-trade – believed to be a first for the UK.
Estrella Galicia 0.0% will be available on draught as well as in 250ml bottles in both the on- and off-trade, supported by initiatives such as summer-themed point-of-sale materials.
These will include promotional tent cards offering consumers the chance to win tickets to the MotoGP as well as Estrella Galicia 0.0% branded glassware.
With the introduction of its 0.0% draught keg, the brand is currently looking at developing its on-trade listings including the potential for health and sports centres.
Estrella Galicia sponsors current world champion Marc Marquez, the youngest-ever MotoGP champion, as well as Dani Pedrosa. Estrella Galicia also has its own team in Moto3.
Estrella Galicia 0.0% is brewed using the exact same recipe as the brand’s premium 4.7% ABV lager – with the alcohol removed after the brewing process – ensuring it maintains the same flavour. Estrella Galicia 0.0% contains 0.04% alcohol, which deems the product officially “alcohol free” in the UK.
Estrella Galicia’s lagers are brewed and bottled at the independent family-owned brewery in Galicia in northern Spain, and are made with top-quality Galician water and hops.
Targeted at young professionals, Estrella Galicia first arrived in the UK at the end of 2012, launching its three key varieties for the UK market: Estrella Galicia 0.0% Alcohol Free, 4.7% and 1906 Reserva Especial.
Targeted at young professionals, Estrella Galicia lager offers consumers a unique, premium product and a brand visibility that sets it apart from other mainstream offerings.
Lindsay Castling, Estrella Galicia brand manager at distributor PLB, said: “We are delighted to have become the first-ever brand to bring a 0.0% lager product to the UK in keg format.
“This is an exciting time for Estrella Galicia 0.0%, with a whole programme of activity planned to support and really push the product here in the UK.
“We’ve had an extremely positive response so far, especially on taste, as Estrella Galicia 0.0% really does hold its own when it comes to quality against our 4.7% lager.
“Estrella Galicia 0.0% is brewed in exactly the same way as our popular 4.7% lager and we’re looking forward to offering a great alternative to the run-of-the-mill sweeter-style soft drinks in the alcohol-free sector.”
Estrella Galicia is the flagship brand of Corporación Hijos de Rivera. Other brands within the company include mineral water Agua de Cabreiroá and still mineral water Agua de Cuevas.