Estrella in £3.5 million marketing drive

04 June, 2013

A £3.5 million TV ad campaign aims to carve out a greater share of the lager market for Barcelona beer Estrella Damm.

The 60-second ad and three 10-second follow-ups were filmed in Formentera in the Balaeric Islands and are designed to tell the story of an “ideal Mediterranean summer”.

The campaign kicks off this month various Sky channels, Channel 4 and on-demand formats, running until August.

Brand manager Genna Burchell said: “This summer is our busiest ever with some very high profile activity taking place. Our focus is firmly on a celebration of Mediterranean culture and the brand’s heritage as ‘the beer of Barcelona’ through appropriate partnerships and working with our hugely influential brand ambassadors.

“Estrella Damm is very well-received by the UK consumer and has established a good reputation among more discerning lager drinkers, but we recognise the opportunity to grow our audience within the increasing number of consumers keen to experiment and try new lagers.”

Estrella Damm is imported and distributed by Wells and Young’s.




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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