Written by Andy Young, editor TheShout
APB will now aim to build Estrella’s profile across the on- and off-premise through a targeted distribution strategy for the brand’s 30-litre draught keg and 330ml bottle products.
APB’s chief commercial officer, Scott Hadley, welcomed Estrella to the group, where it will join other premium beer brands including Asahi Super Dry and Kingfisher Lager.
“We are looking forward to driving success for Estrella Damm under the direction of the APB business as the team takes lead of the beer’s agreement for sales, marketing campaigns and distribution rights within Australia,” Hadley said.
“Our intention is to leverage the strengths of Asahi Premium Beverages to deliver an ambitious growth.”
Estrella is brewed in Barcelona and is well known for its associations with the city’s vibrant food culture. World-renowned chef Ferran Adria, who created world-best restaurant elBulli, is a long-time supporter and ambassador of Estrella. Adria has previously collaborated with Estrella Damm to create the luxury bottled lager ‘Inedit’, a witbier that was developed to be part of a fine dining experience. APB said that it would “explore local opportunities” for Inedit.