Damm will produce and distribute the Danish brand Carlsberg in mainland Spain and the Balearic Islands
• The brewery has reached an agreement with the Carlsberg Group which will give it exclusive manufacturing, marketing, sales and distribution rights to the Carlsberg brand
• From the 1st of July, Damm will distribute Carlsberg beer through the hospitality industry and food and drink retail channels
Barcelona, 17th of June, 2020-. Damm, Spain’s second largest beer and beverages group with key presence in food solutions (Ebro Foods) and casual dining (Rodilla), has reached a partnership agreement with the Carlsberg Group to distribute Carlsberg throughout mainland Spain and the Balearic Islands via the hospitality industry and food and drink retail channels. From the 1st of July this year, Damm will have the exclusive right to market and distribute the famous international Danish beer brand, which was founded in 1847.
The Carlsberg Group, one of the largest brewing groups in the world, has chosen a partnership with Damm for the distribution of its beers in mainland Spain and the Balearic Islands to increase the nationwide presence of the Carlsberg brand. This first agreement, initially for 7 years and with a possible extension of another 5 years, lays the foundations for a long-term alliance through which both companies will work to consolidate the Carlsberg Group’s growth in Spain.
Damm will distribute the Danish beer in 30-litre returnable kegs, 33cl cans, 33cl non-returnable bottles and 6-packs of 25cl non-returnable bottles. To give Carlsberg a boost in both the hospitality industry and the food and drink retail channels, Damm will activate a plan to increase brand awareness in the country, which will include marketing and advertising and direct promotional actions at the point of sale.
Damm will start producing Carlsberg beer at its El Prat de Llobregat brewery in Barcelona from January 2021.
Jorge Villavecchia, General Manager of Damm, values the incorporation of Carlsberg into the company's product portfolio: “Damm's alliance with a world-leading company like the Carlsberg Group is excellent news for our distributors and customers. Carlsberg is one of the most in-demand international beers in our country and, thanks to our extensive distribution network and our knowledge of the market, we are confident that we will further strengthen its visibility and brand awareness.”
Joris Huijsmans, Carlsberg Group Managing Director Export and License, stated “The Carlsberg Group is pleased to be announcing the partnership with Damm in Spain as of July 2020. Spain is an important market and the Carlsberg portfolio of full-flavoured beers and the company’s strong heritage of always pursuing perfection is a perfect fit. We look forward to continued success and further growth with the Carlsberg brand through this important partnership.”