Estrella Galicia: A Beer Like No Other

Estrella Galicia launched in the UK and Ireland in 2012, first building credibility with Spanish restaurants at grassroots level, and then developing a distribution strategy across national retailers and pub networks. With a strong core audience secured, there was one issue preventing the brand strengthening its dominance: Spanish home market comms were somewhat lost in translation for UK and Irish audiences. It was time for a repositioning piece developed by Southpaw to enable this admired beer brand to meet its ambitious business objectives. As a brand, Estrella Galicia has a unique story to tell, one that is underpinned by strong values, family run for 116 years, and unchanged brewing methods. Using their unique neuro-mapping tool, Southpaw identified the likes and behaviours specific to the target audience - an unconventional consumer group who appreciates originality and is turned off by exaggeration and a lack of detail. By combining these critical audience and brand insights, Southpaw created the brand platform ‘A Beer Like No Other’. It is designed to honour Estrella Galicia’s core values while landing Estrella Galicia effectively with its distinctive target consumer. The creative uses a confident and witty tone of voice paired with a 'hand-crafted' visual style to share their impressive brand story.