How the Estrella Damm fridge packs are riding the no and low trend
Damm is launching fridge pack formats of Estrella Damm 0.0% and Damm Lemon in response to growing consumer demand in the no and low beer categories.
The fridge packs, which will be arriving in UK retail this spring, tap into a few topical trends across the drinks world at present. For Estrella Damm this includes the trend for world beer alongside renewed interest in Spanish lager. The brand was made available in the UK last summer.
The trend, which can be seen by the world beer category growing in volume terms in the UK off-trade also coincides with Spanish lager leading the way for beer drinkers looking for crisp Mediterranean lagers to enjoy in the sunshine.
The move followed Spain’s Damm Brewery’s initial investment of £70 million in its UK headquarters and revealing a plan to “reach a production capacity of 1.8 million hectolitres” and “become the largest independent beer and total beverages company in the UK”.
Speaking to the drinks business about what has been driving this trend, Damm UK managing director Luke White said: “We’re seeing consumers increasingly want to recreate quality drinking experiences at home, which is why categories such as flavoured lager and alcohol-free are experiencing growth. We believe that this will continue into the summer months.”
The rise of Damm Lemon
Damm Lemon has been outlined as the “fastest-growing major flavoured lager brand in UK off-trade, according to NielsenIQ data which has also revealed that Damm Lemon is currently up 126% in sales volume over the past year.
According to the brewer, this increase is driven by consumer appetite for refreshing, sessionable options that offer genuine points of difference. This can also be seen by Damm stating intentions to “double down” support for Damm Lemon in the UK.
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Last year, Damm UK head of off-trade Liam Fidler told db that Damm Lemon had already made its impact on the UK market and had explained that “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”.
The no and low alcohol segment has additionally continued to outperform the wider beer category. Echoing this, Estrella Damm 0.0% is experiencing strong growth within this, benefiting from increasing consumer demand for quality alcohol-free options that don’t compromise on taste or brand heritage. Plus, the introduction of the fridge pack format is designed to meet this demand with a convenient, committed purchase format suited to regular consumption occasions.
Not a short-term trend
Describing how the beer category and drinking culture is evolving, White told db: “Drinking occasions have also changed – there are earlier occasions, afternoon and pre-dinner drinking, and a stronger at-home culture which are all altering consumer habits. Although consumers are drinking alcohol less frequently, they are choosing higher quality products.”
Hinting at the longevity of the movement to no and low, White insisted: “2026 is a milestone year for Damm with 150 years of brewing heritage which is helping to drive our ambition in the UK. The growth we’re seeing in both Damm Lemon and Estrella Damm 0.0% isn’t just a short-term trend. Consumers are making considered choices about what they drink and when they drink, and the no and low alcohol space is evolving fast as a result.”
He explained: “Estrella Damm 0.0% is part of a wider alcohol-free path for us as we commit to growing our reputation for premium products in this segment and drawing upon the authenticity of our brewing business. We’re invested in the no and low categories for the long-term as this trend is adopted as a habit.”
The new fridge packs will be launching at Morrisons initially from 23 March. The retailer is set to be offering Estrella 0.0% in 10-packs of 440ml cans retailing at £12 and 10-packs of Damm Lemon in 440ml cans for £13. This listing will then be followed by Tesco next month from 20 April with Damm Lemon available in 10-packs of 330ml cans for £10. Following this, wider grocery distribution is set to take place throughout the spring and into the summer.
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