‘Turia Stark is back. Ours. As ever.’
Cerveza Turia celebrates the return of “València’s blonde” with a campaign starring Paula Usero and Álex Peral, connecting generations and championing the traditions that remain alive today
Fifty years after winning over an entire generation, Cerveza Turia is bringing back its most iconic blonde beer, Turia Stark, accompanied by the campaign ‘Turia Stark is back. Ours. As ever.’ The proposal appeals to positive nostalgia and champions the age-old customs that remain alive today: lighting the fire for a torrà, gathering the family for paella or preparing the picaeta. Because some things change, but what brings us together always comes back.
At the heart of the campaign is a spot that tells the story of a group of friends returning to an old family home full of memories. Amid photographs, smells and sounds that evoke the past, the discovery of a box of Turia Stark becomes the trigger for reviving traditions and coming together once again around a typical Valencian meal, just as parents and grandparents did decades ago. A simple, moving story that connects past and present and celebrates Valencian identity through a contemporary lens.
The film stars Alicante-born actor Álex Peral (Quan no acaba la nit, Palacio Estilistas) and Valencian actress Paula Usero (Amar es para siempre, Velvet Collection, Paquita Salas). It also features cameos from key figures in Valencian culture, including illustrator Ricardo Cavolo, content creator Joan Esmorzaret, chef Ángela Gimeno, DJ BORA – theBasement, pilotari Sacha Kruithof and singer Jimena Amarillo.
It is precisely Jimena Amarillo who performs the spot’s soundtrack with an unreleased version of “Cómo hemos cambiado”, the iconic song by 1990s Spanish pop group Presuntos Implicados. A track that defined several generations becomes, in her voice, intimate and contemporary, building a bridge between nostalgia and the present.
The campaign, a creative concept by Signne Creative House, is directed by Calorro and produced by audiovisual production company Jakiens. From today, it can be seen on Cervezas Turia’s social media channels.
The return of “València’s blonde”
In 1957, driven by the success of Turia Märzen and guided by the desire to create a beer for everyday enjoyment, the founders of Cervezas El Turia launched Turia Stark, which they themselves described as “a beer to drink at any time” and which soon earned a place in bars, family meals and after-lunch gatherings, becoming one of the most beloved beers of its time.
Now, Turia Stark returns, faithful to its original essence. A special lager with 5.5% ABV, golden and bright in colour, with a persistent white head. On the nose, it offers light notes of malt and hops, while on the palate it reveals cereal notes and subtle herbal nuances, with a well-integrated bitterness. Fresh and full of character, València’s blonde beer returns to once again accompany everyday moments — the ones that will shape the memories of our future.
