Spanish Brewers Enter U.S. Market

Spanish brewers Mahou and Damm, the companies behind beer brands Mahou Cinco Estrellas and Estrella Damm are entering the U.S. beer market. Estrella Damm will promote its image around the idea of “Barcelona” (Catalonia, Spain) , the city where Damm is headquartered.

The market for imported beers is becoming increasingly competitive in the U.S. Heineken Premium Light, was introduced last month by the U.S. division of Dutch brewer Heineken. Heineken Premium Light will be the second light beer sold in the U.S. by Heineken, joining Amstel Light, introduced in the 1980's.

Also in February, Anheuser-Busch signed a deal to become the United States importer of brands sold by another Dutch brewer, Royal Grolsch, which is bringing out Grolsch Light Lager in five states. The deal is effective in January 2007.

Brewers are large advertisers in Spanish-language media, including Hispanic newspapers and magazines. The Hispanic campaign for Heineken Premium Light is being created by the Vidal Partnership in New York.


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