Estrella Galicia calls out in-authenticity in the ‘World Lager’ market

Greene King’s partnership with Spanish beer brand Estrella Galicia has been extended, giving the pub company and brewer exclusive UK distribution rights until 2027.

As a result, Greene King will continue to supply the UK trade with the Spanish brewer’s core brand and its 0.0% ABV variant in draught, as well as its gluten-free variant, 1906 Reserva Especial and 1906 Black Coupage in bottle.

Welcoming this continued fast-lane into the UK market, Estrella Galicia Internacional has promised a new wave of marketing stressing the brand’s authentic Spanish origins, at a time when other UK-based brands were trading on ‘Span-ish’ character.

As part of the ongoing partnership, which began in 2018, Greene King recently announced that Estrella Galicia Lager will be distributed across 72 premium outlets with Metropolitan Pub Company, which has venues in London and other major cities, each with ‘their own charm and character’.

Liquor operations manager at Metropolitan Pub Company, Alex Bruce, said: “We’re thrilled to see Estrella Galicia Lager launching across our Metropolitan estate and it’s already proving a hit with teams and customers.

“It’s great to be able to work in partnership with our brewery to provide a great range of beers on our bars that complements the experience that we offer.”

Managing director for the Greene King Brewery, Matt Starbuck, added: “As two long standing brewers, Greene King and Estrella Galicia both cherish heritage along with providing quality beer. We’re proud to offer an authentic and traditional Spanish Lager to the UK market and we’re excited to continue to build the presence of Estrella Galicia in both the on and off trade markets.

“The recent launch in Metropolitan Pub Company is sure to be a big step for the brand. It’s always a pleasure to work with Estrella Galicia and we’re looking forward to seeing the brand develop and grow further across the next four years.”

Based in A Coruña, Galicia, the Hijos de Rivera Brewery was founded in 1906 by José María Rivera Corral, and continues to brew Estrella Galicia with family descendants running the business.

Managing director for Estrella Galicia Internacional, Aitor Artaza, commented: “Our partnership with Greene King is of great importance to our company’s international growth. Its strong distribution network is absolutely key and Greene King’s significant pub estate is a clear opportunity for us.

“We are extremely pleased to be extending our relationship as we move into the next stage of our brand within the UK; where we show the market how bold we can be with our new ‘Spanish, not Span-ish’ media campaign calling out in-authenticity in World Lager within the market.”