Global brewing giant Anheuser-Busch is to launch a sales and marketing campaign in the UK behind Spanish beer Estrella Damm.

Earlier this month, the US company signed an exclusive distribution agreement with Barcelona-based Grupo Damm for the UK rights to Estrella Damm.

The brand's launch through A-B in the UK is to be accompanied by trade and consumer advertising in restaurant and lifestyle press beginning in April. The campaign is built around the tagline "Estrella Damm - the Beer of Barcelona."

Promotions will focus on the heritage of the brand and its Barcelona origins. As part of the package, consumers will be offered the chance to go to Spanish football matches.

"Consumer demand for imported beers is increasing year-on-year in the UK, and we have a strong marketing plan in place to drive Estrella Damm's growth in the emerging segment," said Jim Gorczyca, marketing director, UK at Anheuser-Busch Europe. 

To begin with, A-B plans to launch Estrella Damm in single-serve 330ml bottles through Spanish-themed restaurants, bars and specialist convenience stores.  However, the company is planning to follow this up later in the year with the launch of a 4 x 330ml pack through mainstream grocery channels.