DAMM is launching new ‘eye-catching’ fridge pack formats of Estrella Damm 0.0% as it looks to provide a convenient format amidst strong momentum in the zero category.
Damm Lemon is currently the fastest growing major flavoured lager brand in the off-trade, growing +126% in sales volume over the last year, Damm said. Only launching in June 2025, Estrella Damm 0.0% is one of the top contributors to No/Low Lager category growth over the last year.
Liam Fidler, head of off-trade at Damm UK, said, “The momentum behind Spanish lager right now is really significant and it’s not slowing down. Consumers are increasingly choosing to recreate premium drinking experiences at home which is driving growth in categories including flavoured lager and alcohol-free, both of which Damm is well placed to lead. Damm Lemon is the fastest-growing major flavoured lager brand in the UK off-trade for a reason because it offers something genuinely different. These fridge packs are about giving these shoppers convenience – a stock of their preferred fresh, cold beer in the fridge.”
