The Radeberger Group is to become the exclusive sales, distribution and marketing partner for Estrella Damm beer in Germany from January.
According to a statement from the German brewing group, Estrella owner Grupo Damm will be transferring responsibility for the national expansion of the brand to Radeberger.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
The long-term cooperation agreement for Estrella covers all distribution channels, including bars and restaurants in on-trade and retail/supermarkets in the off-trade.
As a result, the Radeberger Group is strengthening its distribution portfolio of international brands, which already includes established names such as Guinness, Hop House 13, and Staropramen Premium Lager.
The Radeberger Gruppe currently produces brands such as Radeberger Pilsner, Jever and Schöfferhofer Weizen, as well as the Selters mineral water brand.
In March, parent company Oetker reshuffled Radeberger’s management which saw Dr Niels Lorenz join to oversee its beer and non-alcoholic beverages business unit.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataRadeberger said Estrella will also be integrated into the group’s event and festival business and supported by sales promotion measures in Germany, including social media campaigns, with the aim of further building the brand.
Jörn Goertz, marketing director responsible for the international portfolio of Radeberger, said: “The successful development of international brands under our leadership has convinced Grupo Damm that we will also promote their most important brand in Germany.
“Estrella Damm conveys a feeling of vacation, lightness, and joie de vivre to people in 95 countries worldwide. ‘The Star of Barcelona’ is already known far beyond the Mediterranean region.”
Goertz added: “In Germany, too, we will attract cosmopolitan consumers to the Spanish lager beer who enjoy enjoying life the ‘Mediterranean way.”
Radeberger brewery in Germany was hit with “warning strikes” earlier this year in protest over working salaries in the country’s beer sector.
