th America has prompted its makers to push the brand across Europe. Spanish Brewer Hijos de Rivera, has experienced a big increase in sales of its Estrella Galacia brand throughout Brazil, as consumers there are taking to premium priced beers.
The brand, which was launched in Brazil in 2011, already sells two million litres a year in the premium beer market.
In an interview with just-drinks earlier this month, a Hijos de Rivera executive said that the Spanish company's growth in Brazil is “going fantastic”.
“The market is very open to the higher beer price segment, so Brazilian people are moving from low segment beer to higher segment beer,” said the brewery's strategic planning director Jorge Montero. “That's good news for us.
“The market is so big that you can easily find a segment. We don't want to be number one in volume - what we are looking for is value, and we are doing a good job there.”
The rapid growth of the Estrella Galacia brand, has prompted the Spanish brewer to try its luck in the British market.
The beer will also launch in Germany, Japan and a handful of other countries.
UK distributor PLB said the core Estrella Galicia 4.7% label will only launch in the on-trade, with the super-premium 1906 Reserva Especial and Alcohol Free 0.0% set to enter the UK's competitive off-trade.
