Estrella Galicia is investing £10 million to drive awareness of its brand in the UK, utilising its ‘Spanish not Span-ish’ tagline.
Estrella Galicia is a fourth-generation family-owned brewery which has been making beer in the same Galician region of Spain since 1906.
Its Spanish not Span-ish campaign is designed to shine a light on the brand’s authentic Spanish provenance, versus 80% of the top ‘world lagers’ which are actually brewed in the UK.
“The UK is an important market for us as people here embrace authenticity and heritage of brands,” said Aitor Artaza, managing director of Estrella Galicia International.
“That’s why we have put a multi-million-pound investment behind the brand to ensure that people are aware of it and its genuine Spanish provenance. We also intended to give a gentle hint that not all beer brands can say the same. Together with our sports partnerships, we are expecting to see the brand continue to grow in the UK.
“The on-trade has always been important for Estrella Galicia as we find that people tend to discover it through pubs and bars and then seek it out in the off-trade. To reflect that, we have ensured we have POS and campaign support available in-outlet across the nation.”
