Wells & Young Brewing to introduce Estrella Damm beer in 330-ml cans for UK market; smaller 330-ml cans respond to consumer trends, are easy to stack and serve, cool quicker, can be used when bottles or glasses aren't suitable, says company brand manager
Elyse Blye
BEDFORD, England
,
June 16, 2014
(press release)
–
Wells & Young’s has announced that it will be rolling out Estrella Damm in a 330ml can for the UK on trade this month.
The “beer of Barcelona”, which is currently available in a 330ml bottle and on draft in the on-trade has been a hit with UK drinkers, becoming one of the fastest growing premium world lagers in the country. Wells & Young’s, which manages Estrella Damm in the UK has added the can to broaden the range and ensure drinkers can enjoy Estrella Damm wherever they are, whether at the bar or an outdoor event this summer.
Genna Burchell, Brand Manager for Estrella Damm at Wells & Young’s explains: “Canned beers have officially shaken off their tired image and are back in favour. The smaller 330ml formats particularly have gained a trendy, stylish reputation amongst younger trendsetters who are also driving the growth in world lagers which is why we’ve launched the new can for Estrella Damm this summer.
“As well as responding to consumer trends, the can has real benefit for outlets and is easy to stack and serve, cools quicker and is great for those events when bottles or glasses aren’t suitable. The can has also been designed to fit with Estrella Damm’s vibrant, premium image with a bright red satin effect which has great stand out in the fridge”.
Estrella Damm is brewed in Barcelona and imported by Wells & Young’s in the UK. The can launch runs alongside a brand new TV advertising and social media campaign for the beer this summer.
* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.
