Estrella Damm, the Mediterranean beer of Barcelona, has appointed Richmond & Towers (R&T) as its UK PR agency following a competitive pitch. The Clerkenwell-based agency will be tasked with positioning Estrella Damm as the premium Mediterranean lager of choice amongst trade and consumer audiences, increasing awareness of its authentic Mediterranean origin, and bringing its provenance and authenticity to life. R&T’s appointment comes at an exciting time for Estrella Damm. Brewed in Barcelona using 100% local and natural ingredients since 1876, Estrella Damm is one of the fastest growing brands in the ‘World Beers’ category, at a time when the segment itself is growing, and within it, Mediterranean beer brands are showing particularly strong growth. * Overseen by Deputy Managing Director, Matt de Leon, and led by Senior Account Director, James Brown, the account will be handled by a cross-agency team that brings together the skills, expertise and experience of R&T’s Food & Drink and Lifestyle divisions. The team will report jointly to Estrella Damm and Marston’s plc, who own the UK distribution rights. John Clements, Head of Commercial Marketing, Marston’s Beer Company said: “We were impressed by R&T’s experience, creativity, passion and enthusiasm. In selecting them as our communications partner, we knew we were getting a strategically minded, creative agency who we could rely on, and who would be a great fit with our own teams here at Marston’s and Estrella Damm.” Anna Ferrer Magrià, Export Brand Manager, Estrella Damm, said: “Estrella Damm is a very exceptional brand, with a unique way of doing things, and very specific messaging. It is important to us that we work with partners worldwide that understand this and can use their skills to build on the platform we’ve already created and enhance our global credibility and awareness. We’re very pleased to be welcoming R&T into our family and look forward to working with them.” R&T Deputy Managing Director, Matt de Leon concluded: “Estrella Damm is one of the world’s great brands, with true authenticity, heritage and class. It has a fantastic story to tell and we’re delighted to be working with them to tell it. Our account team has exceptional drinks and lifestyle brand experience, and we’re looking forward to helping Marston’s and Estrella Damm hit their UK volume growth targets over the coming months and years.” * Source: CGA and IRI.
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