Damm to “double down” support for Damm Lemon in the UK
Damm Brewery will be ramping up its UK support and distribution of Damm Lemon. db finds out more about its plans.
Speaking to the drinks business, Damm UK head of off-trade Liam Fidler said: “Damm Lemon was initially introduced to the UK market in 2023 due to the consumer trend of moderation with 3.2% ABV, as well as meeting demand for fruit flavoured beers. The initial response was positive across the trade and the decision was taken this year to double down on this focus, with a strategy for growing distribution through offering trials and other initiatives.”
Damm Lemon is made using six parts Estrella Damm beer and four parts of Mediterranean lemons* to create a refreshing clara. The lemons used in the making of Damm Lemon are of the Primafiori variety. We add a dash of Caribbean lime, to complete its aromatic profile and make it even more refreshing.
The brand was first launched by Damm Brewery in Barcelona in 2001, when the company decided to make its own version of beer with lemon, also known as a “clara”.
In Spain, a “clara” is named so because it signifies a light or clear beer, referencing the lighter colour achieved when beer is mixed with a soft drink, typically lemonade or a similar fizzy, citrus-flavoured beverage. The name clara also directly translates to “clear” in Spanish, visually describing the drink’s appearance.
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In the UK, Damm Lemon has already become available on draught at various on-trade venues and in packaged format it is also available in major supermarket retailers such as Tesco, Waitrose, Sainsbury’s, Morrisons, Co-op, Ocado.
Fidler explained: “The new 4x330ml can pack is now widely distributed across the grocery channel and the brand has grown ahead of the flavoured lager category at 27% for the last 52 weeks, with growth accelerating over the last twelve weeks to 67%. In addition, we also introduced Damm Lemon on draught this year and have steadily gained new distribution outlets throughout the year.”
Describing how the company will broaden Damm’s presence across the UK, Fidler told db: “We have supported this growth in both the off-trade and on-trade through a series of visibility and sampling programs offering trials to drive awareness.”
Fidler additionally revealed that Damm has “developed and increased this strategy for 2026 with exciting marketing initiatives together with plans to introduce NPD (New Product Development) in the spring”.
*Refreshing lemon juice drink
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