The partnership was first formed in 2009 and sales of Estrella Damm, titled the Beer of Barcelona, have rocketed 1100% in the UK under Charles Wells’ management.
The contract sees Charles Wells retain marketing and sales responsibility for Estrella Damm in the UK on an exclusive basis, remaining custodians of the brand and continuing to cement its premium positioning for a further five years. The beer is a leading brand in the world lager category and the two companies will continue to work closely together to secure distribution that supports and boosts its premium status.
Justin Phillimore, Chief Executive of Charles Wells said “Estrella Damm is a wonderful premium Mediterranean lager rooted in its Barcelona heritage and its light, pilsner style is proving irresistible to a growing consumer base. It drives good cash margin for upmarket outlets and, as the fastest growing premium world lager in the UK, offers compelling profit potential for retailers.
Guillem Castellà Gutzeit, Damm Export Director added “Although Estrella Damm is the biggest selling beer in Barcelona and one of Spain’s leading lagers it wasn’t well known in the UK when Charles Wells originally started importing the beer in 2009. It’s now showing exceptional growth, with sales rising 69% in the on trade* and 58% in the off-trade** and is fast becoming a must stock premium world lager. We look forward to continued growth in partnership with Charles Wells and it’s satisfying to know that so many people in this country are now sharing just a little of our wonderful Mediterranean lifestyle through Estrella Damm.”
“We are very proud that our work has built on the great taste of Estrella Damm to drive growth to its current position” continued Phillimore. “We’ve established a strong and productive partnership with Damm which brings stability and confidence for the future. By committing to a significant joint investment programme over a number of years, we are able to build on the growth already achieved as we aim for the beer to become the leading premium world lager in the UK.”
Charles Wells and Damm have strong corporate similarities with the two family breweries being established in 1876. As both companies mark their 140th anniversaries in 2016, it seems fitting that a combined total of 280 years brewing heritage is still devoted to the continued growth of Estrella Damm in the UK.
Brewed in Barcelona, Estrella Damm will remain an authentic world beer import with Charles Wells continuing to manage all UK marketing. This includes TV and cinema advertising, key sponsorships and its established gastronomy presence through the National Restaurant and top 50 Gastro Pub Award schemes. Its focus will remain on celebrating all things Mediterranean, captured by the expression ‘Estrella life’, and its close affiliations with a number of celebrated chefs including Ferran and Albert Adria and Jose Pizarro.
– E N D S –
For Immediate Release: Thursday 3rd March 2016
For Further Information: Kate Hempsall or Paul Hutchinson at Charles Wells
Tel: 07976 941958 or 07970 117923
* CGA 12 weeks 3rd October 2015
** IRI 12 weeks 7th Nov 2015
NOTES TO EDITORS
ESTRELLA DAMM, BREWED IN BARCELONA WITH MEDITERRANEAN INGREDIENTS SINCE 1876
Estrella Damm is an award winning premium Mediterranean lager brewed in Barcelona. Passion for excellence has resulted in it still being made according to the original 1876 recipe, brewed with only the best 100% natural ingredients including pearl rice, a Mediterranean ingredient that characterises Estrella Damm’s flavour. Quality is of the utmost importance and the new darker bottle gives 30% more protection against harmful light, ensuring the true, pure taste of Estrella Damm every time.
Estrella Damm is the perfect accompaniment to any dish; light and refreshingly drinkable, with a perfect balance between fresh grainy malt and subtle fruit, rounded off with a peppery bitterness and a clean finish.
A proud family brewer since 1876, Charles Wells pours 140 years of expertise, the finest ingredients and time honoured techniques into carefully crafting favourite beers from the famous Courage, Bombardier, Young’s and McEwan’s ranges. The same blend of passion and expertise conjures up new and exciting beers for drinkers such as Young’s London Stout and Charlie Wells Dry Hopped Lager.
The company’s reputation for quality and service are effective in forging collaborative partnerships with major international brands such as Estrella Damm, Erdinger and Kirin Ichiban in the UK.
Charles Wells also works with partners across the UK to bring communities more than 180 fantastic brewery pubs and several great managed houses under the Apostrophe Pubs and Pizza, Pots & Pints divisions.
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