Radeberger Group will be the exclusive sales, distribution, and marketing partner for Estrella Damm beer in Germany from January. Grupo Damm is transferring brand expansion responsibility to Radeberger, covering all distribution channels. This move strengthens Radeberger’s international brand portfolio, which includes Guinness and Staropramen.

Parent company Oetker reshuffled Radeberger’s management in March, appointing Dr. Niels Lorenz to oversee beer and non-alcoholic beverages. Estrella will be integrated into Radeberger’s event business with sales promotions and social media campaigns to boost the brand in Germany.

Jörn Goertz, Radeberger’s marketing director, expressed confidence in promoting Estrella Damm in Germany. The beer conveys a vacation vibe globally, known as “The Star of Barcelona.” Radeberger aims to attract cosmopolitan consumers to enjoy life the “Mediterranean way.”

Radeberger brewery faced “warning strikes” earlier this year over working salaries in Germany’s beer sector. The distribution deal for Estrella Damm was announced by Radeberger Group, published by Just Drinks. Please note, information here is for general informational purposes only, seek professional advice before acting on it.

Read more at Yahoo Finance: Radeberger Group to distribute Estrella in Germany next year