Estrella Damm sticks with Charles Wells

Estrella Damm bottles
Charles Wells and Damm have signed an extension to their contract which sees the brewer retain sales and distribution rights for Estrella Damm in the UK for five more years. The brewer has looked after the brand since 2009 and under its guardianship sales have soared 1100% in the UK.

The contract sees Charles Wells, which owns and brews McEwan’s and Younger’s beers, retain marketing and sales responsibility for Estrella Damm in the UK on an exclusive basis, remaining custodians of the brand, known as ‘the beer of Barcelona.’

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.”