Ways Estrella Damm Is Scoring Major Marketing Points In The Uk

Estrella Damm is going from strength-to-strength in terms of its image in Britain right now, but how is it cementing its reputation on the marketing front to achieve this? db finds out. Despite price increases creating challenges across the category, beer brands such as Estrella Damm are continuing to grow and gain share. Over the past year, Estrella Damm has outperformed the lager category, growing 27% in sales value, according to CGA. The brand’s latest initiatives include its decision to return to Gala festival this year as well as its release of limited edition packaging to celebrate its 150 year anniversary.

Reinforcing its position

Gala festival 2026 marks the start of the UK summer festival season and reinforces Estrella Damm’s position as a leading Mediterranean lager. Over the weekend, which takes place in London’s Peckham Rye Park from 22-24 May, Estrella Damm will be served from a container bar overlooking the main stage. The activation comes at a time of significant growth for the category and for the brand’s wider celebrations this year. Add to this the limited-edition range of collectible bottles and cans which Damm will be launched in both the UK and globally and there is plenty of boosted presence for the beer producer. Speaking to the drinks business, Damm UK managing director Luke White admitted that: "reaching 150 years is a great achievement, especially for an independent and family-run business”. Giving a nod to the celebratory packaging, White told db that they were “emblematic”of Barcelona and pointed out that there is always a thread of continuity for the brand to link back to its roots. White explained::“These limited-edition cans and bottles celebrate this and tell the story of Estrella Damm through its home city of Barcelona and renowned buildings such as the Sagrada Familia and The Old Brewery as well as its ties to FC Barcelona and other cultural features emblematic of the vibrant city.” The collection is available from early April in the UK and international markets in 330ml bottles, 440ml cans, four-packs and 10-packs. Why is the brand’s Barcelona home location important? White told db that it is something that “matters to us” but also because Damm believes “it is also important to the people who drink our beer as our recipe has stayed the same and true to its roots”.

Barcelona roots

White pointed out: “When August Kuentzmann Damm first started brewing in Barcelona in 1876, he was doing something genuinely different: reworking the recipe, the process and the beer itself. Estrella Damm embodies the brand's dedication to quality, craftsmanship and authenticity which is what has made our flagship beer and Damm the global brand it is known today. The same ingredients, the same recipe, the same independence. This Mediterranean way of life so celebrated in Barcelona is something that everyone can enjoy everywhere when they come together with family, friends and loved ones to spend time with one another over good food and drinks to make lasting memories."

Lasting memories

The Gala partnership is also significant to this sense of creating “lasting memories” and forms part of a wider summer festival programme for the beer brand with further appearances confirmed at Labyrinth on the Thames, Houghton and other key UK events, strengthening distribution and reinforcing the brand’s association with premium cultural experiences. Damm UK marketing manager Òscar Nadal i Lamoglia added: “Festivals play an important role in connecting with consumers and supporting the on-trade, and Gala offers a strong platform to showcase Estrella Damm at the start of the summer season.”