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DRINKS NEWS
ANHEUSER BUSCH TO BROADEN GLOBAL BEERS PORTFOLIO
LIQUID ASSETS, Drinks News, APRIL 2007, COMMENTS
After the launch of Chinese beer brand Harbin in February, Anheuser-Busch is bringing another global beer to the UK with a sales and marketing campaign to support the distribution of Estrella Damm Barcelona, one of the most-popular brands in Spain’s premium beer category.
Estrella Damm now is available through an exclusive distribution agreement between Anheuser-Busch and Grupo Damm. The introduction of the beer will be accompanied by trade and consumer advertising in restaurant and lifestyle press beginning in April. The campaign is built around the brand message “Estrella Damm – the Beer of Barcelona.” On-premise retailers will be provided with point-of-sale support including branded staff aprons, glassware, serving dishes, tip trays and ice buckets plus bar staff incentives. A range of consumer promotions will focus on the heritage of the brand and its Barcelona origins.
Anheuser-Busch also will distribute tickets to Spanish football matches, which will provide customers with a chance to enjoy Estrella Damm in the beer’s homeland. In Spain, Estrella Damm sponsors Liga de Fútbol Profesional (the football league popularly known as “La Liga,”), the Valencia America’s Cup and the Spanish clubs FC Barcelona, RCD Mallorca and RCD Espanyol.
The move reflects Anheuser-Busch’s desire to capitalise on the growing popularity of imported premium lager, and will initially be available in Spanish-themed bars and restaurants, with an off trade roll out later in the year.
“Consumer demand for imported beers is increasing year-on-year in the U.K., and we have a strong marketing plan in place to drive Estrella Damm’s growth in the emerging segment,” said Jim Gorczyca, marketing director, UK, Anheuser-Busch Europe Ltd. “Estrella Damm is associated with authenticity and Spanish heritage, and its distinct clean and refreshing taste will appeal to adults who appreciate premium beers.”
The news comes just weeks after Anheuser-Busch announced the reintroduction of Michelob Lager to the UK market, in new packaging and brewed to the ‘authentic’ Amercian all-malt recipe.
“When Michelob was introduced to the U.K. in 1989, it was imported from the United States. We have decided to return to importing Michelob to make the brand a true import, which complements our growing portfolio of speciality beers such as Harbin from China and Estrella Damm from Spain,” said Jim.
From: April 2007 Issue
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