Estrella Damm 0.0% is now available in Sainsbury’s in the 4x440ml multipack format, with further major supermarkets and grocery retailers set to follow.
The beer is also being rolled out in selected on-trade venues, including Youngs pubs in London, on draught.
The move comes at a time when the demand non-alcoholic options is on the rise in the UK, with Damm aiming to provide consumers looking to cut back with a “taste of the Mediterranean”.
Damm uses a technique that ensures all alcohol is removed while still preserving the taste of Estrella Damm. This involves the use of advanced vacuum distillation and a process that restores the aromatic components often lost in traditional methods of making non-alcoholic beer.
Commenting on the rollout of Estrella Damm 0.0% in the UK, Damm’s UK managing director Luke White said: “After a really successful trial period on draught with our partners at Youngs, we are really excited to release Estrella Damm 0.0% in the UK market.
“For over 20 years we have been experts in brewing non-alcoholic beers in Spain to the same high standards as our other Damm beers. We have been able to lean on these technological and quality specialists to bring the taste of the Mediterranean to the UK at 0.0% to give consumers more choice, including draught.”
Based out of Barcelona, Damm has a portfolio of beer brands that includes Estrella Damm, Complot, Victoria Malaga and Daura. The brewer 17 production plants in the Iberian Peninsula and one in Bedford.
White joined as UK managing director in October of last year, tasked with growing its status within the UK.
At the time of White’s arrival, Juan Gonzalez, international business director, said: “His expertise will be instrumental in fostering a strong business culture and defining the future identity and footprint of Damm in the UK as we embark on elevating our brand presence.”
