um lager brewer, Estrella Galicia, has announced a programme of activity to support its 0.0% product in the UK.Part of this activity will see Estrella Galicia become first to UK market with a 0.0% draught keg for the on-trade.
The brand’s 0.0% is also available in the UK in 250ml bottles in both the on and off-trade.
Estrella Galicia will be rolling out a number of initiatives to increase awareness of its alcohol free lager, including branded Summer POS promotional tent cards, offering consumers the chance to win tickets to the MotoGP as part of an on-trade POS package – which will also feature Estrella Galicia 0.0% glassware.
Within the off-trade, Estrella Galicia 0.0% will be offering bespoke POS dump bins for the multiple grocers.
With the introduction of its 0.0% draught keg, the brand is currently looking at developing its on-trade listings – including the potential for health and sports centres.
Estrella Galicia 0.0% is the only alcohol free lager in the UK to have an above the line campaign – with its sponsorship of the MotoGP.
Estrella Galicia sponsor current World Champion, Marc Marquez – the youngest ever MotoGP Champion – as well as Dani Pedrosa.
Estrella Galicia also has its own team in Moto3.
Estrella Galicia 0.0% is brewed using the exact same recipe as the brand’s premium 4.7% lager – with the alcohol removed after the brewing process – ensuring this 0.0% lager maintains the same flavour for which the Estrella Galicia brand has become known.
Estrella Galicia 0.0% contains 0.04% alcohol, which deems the product officially ‘alcohol free’ in the UK.
Estrella Galicia is 100% family-owned, giving the brand a heritage – demonstrated in its passion for brewing.
The lagers are brewed and bottled from the independent brewery in Galicia, Northern Spain, and are made with Galician water and hops.
Estrella Galicia first arrived in the UK at the end of 2012 and last year celebrated its official launch, focusing on its three key varieties for the UK – Estrella Galicia 0.0% Alcohol Free, 4.7% and 1906 Reserva Especial.
Lindsay Castling, Estrella Galicia Brand Manager at PLB, said:
“We are delighted to have become the first-ever brand to bring a 0.0% lager product to the UK in keg format.
“This is an exciting time for Estrella Galicia 0.0%, with a whole programme of activity planned to support and really push the product here in the UK.
“We’ve had an extremely positive response so far, especially on taste, as Estrella Galicia 0.0% really does hold its own when it comes to quality against our 4.7% lager.
“Estrella Galicia 0.0% is brewed in exactly the same way as our popular 4.7% lager and we’re looking forward to offering a great alternative to the run-of-the-mill sweeter-style soft drinks in the alcohol-free sector.”
Estrella Galicia is the flagship brand of Corporación Hijos de Rivera. Other brands within the company include:
• Agua de Cabreiroá – official mineral water of the Spanish football team
• Agua de Cuevas – still mineral water
• Sidra Seca Maeloc – refreshing apple drink
• Tinto de Verano Lerele and Sangría de Verano Lerele – Sangria
• Licores Quenza and Licores Hijos de Rivera – natural coffee liqueurs
• Mosto Zuvit – natural grape juice
• Ponte da Boga – wines
PLB is the sole distributor of Estrella Galicia in the UK.
