Damm is launching fridge pack formats of Estrella Damm 0.0% and Damm Lemon, arriving in UK retail this spring in response to growing consumer demand in these low and no categories.
Launching at Morrisons initially, this will see the retailer offer Estrella 0.0% 10x440ml (£12) and Damm Lemon 10x440ml (£13) from 23 March. This will be followed by Tesco next month from 20 April with Damm Lemon 10x330ml (£10), then wider grocery distribution will follow throughout the spring and into the summer.
This reflects the strong momentum of the category as a result of changing consumer habits which has led to trends for lower alcohol lager and alcohol-free beer.World Beer is growing in volume, with Spanish Lager leading the way, while Damm Lemon is currently the fastest-growing major flavoured lager brand in the UK off-trade, up 126% in sales volume over the past year.* Estrella Damm 0.0% is similarly experiencing growth as the no/low segment continues to outperform the broader beer market.
Liam Fidler, head of off-trade at Damm UK explains, “The momentum behind Spanish lager right now is really significant and it’s not slowing down. Consumers are increasingly choosing to recreate premium drinking experiences at home which is driving growth in categories including flavoured lager and alcohol-free, both of which Damm is well placed to lead. Damm Lemon is the fastest-growing major flavoured lager brand in the UK off-trade for a reason because it offers something genuinely different. These fridge packs are about giving these shoppers convenience – a stock of their preferred fresh, cold beer in the fridge.”
