Anheuser-Busch Europe, the brewing company, is launching the Spanish beer Estrella Damm Barcelona in the UK. It will begin importing the beer brand this month after signing an exclusive distribution deal with Grupo Damm.
Anheuser-Busch will handle the marketing and sales for the brand and aim to develop a “significant presence” for the brand in the UK. It is expected to support the launch with a press campaign across the trade and consumer press as well as point of purchase branding.
David Dryden, managing director of Anheuser-Busch’s UK and Ireland operations, says: “The UK import beer category continues to grow at a double-digit rate and adding Estrella Damm to our portfolio strengthens our presence in this segment.”
The Anheuser-Busch and Grupo first partnered in 1995 through a licensed brewing, distribution and joint marketing agreement for Budweiser in Spain.
Anheuser-Busch holds a 48.4% share of beer sales in the US. The UK is its second-largest market, where Budweiser is the best selling premium packed lager in UK bars, pubs and restaurants. The company brews the beer at the Budweiser Stag Brewery in Mortlake, London. The company also markets Bud Ice and Michelob in the UK.