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Yesterday, by surprise and before The suspicion of not a few, Estrella Galicia presented The one that would probably have been the most extravagant (and risky) product of its extensive catalog, which by the way are already including beers With perclabes either peppers: A BRIK of Special broth For Valencian Paella. It sounded crazy. And it was. There is no such broth. Nor will exist. What the Galician company is planned to launch is a “special Valencian edition” of its beer, something that announces almost on the eve of the Valencia failures.
Beyond what the Galician company does the movement says a lot about where the beer sector walks.
Paella Estrella Galicia broth? Sounds weird. And it is logical because it is. Yesterday Galicia surprised his own and strangers announcing a “broth for Valencian paella” (sic) Through its official profiles of Instagram, X and LinkedInin which I include even photos of the product, in whose container it could be read in great ‘Estrella Galicia’.
The announcement was replicated in networks and there was a good handful of media that echoed the launch, clarifying In some cases that they had tried unsuccessfully to confirm the news with the company itself. They did not get it. And there was a reason.
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NO BREATMENT, SPECIAL EDITION. It sounded like a marketing campaign. And there have been no surprises. It was. Estrella Galicia has confirmed it today through the same channels, with A video Shared in networks in which the cake uncovered: “Yesterday we launched our broth for Paella Valenciana and you put us to broth. Quiet, it was a joke.” The stitch goes with thread and in the same piece they take the opportunity to announce the product that they intend to launch: a beer ‘special edition Valencia’.
Wrapping in tradition. What did the broth for Paellas come? Why yesterday’s message? Was it only a hook to gain visibility? Yes. And no. The campaign has served Estrella Galicia for something else: in addition to effectively multiplying the repercussion of the launch (that of the new beer, not the broth Fake) has allowed him to emphasize the leitmotiv of its commercial strategy, the basic idea of its product: tradition. The Galician firm wants to reinforce in the Valencian Community. And curiously he wants to do so associating himself with the image of local culture.
“This broth (that of Paella Estrella Galicia) has never existed. We would never do anything like that because, as you, we understand the value of our recipes. And here is our only secret ingredient is to respect the ingredients,” ensures the brewer in the video with which he announced his new Valencia 2025 edition.
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Valencian, why? In summary: Estrella Galicia associates its image to the defense of tradition in a market, the Valencian, in which the bottles of the Rivera Children’s Corporation have already been worked on an important hole. In 2023 The provinces It echoed A study which revealed that, although in the territories close to the region, consumers opt for Mahou, star of Levante, Amber or Estrella Dam, the favorite beer of the Valencians was the one made by a company from the other end of the country.
The question that leaves its launch is … What is special and Valenciana the special Valencian edition? The company does not clarify it. Is limited to ensuring That the drink will be “a tribute” to the passion of the community through the paella, but without going into details or deepening how it will elaborate or get it to differ from the rest of its catalog, beyond the labeling.
Barrels … and maps. The star campaign also talks about something else: to what extent the brewer is a market played and distributed in Spain. A few months ago Datacentric elaborated A map of favorite beer brands by autonomous communities that demonstrate the clear (and pronounced) differences at the territorial level. In the Peninsular Center, Mahou reigns, Cruzcampo does it in Andalusia, in Aragon it is amber, in Catalonia Estrella Dam, in Murcia stands out Estrella de Levante and in much of the rest of the country Galicia makes it star.
Beyond the preferences for reasons of historical and cultural roots, the weight of the Galician company at the state level does not surprise. If Star Galicia has highlighted for something over the last years it is his aggressive marketing strategy. His bottles have ended up to Cristina Pedroche and Chicote during New Year’s Campanadas. Even of the influencer Chiara Ferragniwho a few days ago posed with a bottle For the 28.7 million followers on Instagram.
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The importance of figures. Campaigns such as Valencia also tell us about something else: an industry, the brewer, in full expansion and has been looking for new margins towards which its market widen. Although alcohol consumption is experiencing deep changes In Spain and distancing Of young people and frequent drinking intake, the beer sector has excelled in recent years due to the efficacy of its strategy.
How has consumption evolved? The Statista tables They reflect that the total volume of beer consumed in Spain grew in a practically sustained way (with the impasse of the pandemic) between 2012 and 2023, following a opposite trend to that of the per capita intake. Statista sample Also that in 2023 in Spain each person drank on average about 56 liters of beer. There are two less than the previous year, but still far exceeding the average marks of (at least) the last decade and a half.
Employers’ data Cervecera are also interesting: in 2023 it found an increase in consumption of 2.84%, although that growth was sustained by foreign tourism. Without it, he estimates that he would have fallen 3.53%. That percentage basically explains by the closing of bars after the pandemic and changes in the habits of the Spaniards, which at least in 2023, a year marked by InflationHe tended to space and plan his outputs more. Other factors also influenced the beer market, such as The increase in the supply of alcohol drinks or the effects of “Boom” of the artisanal.
How does the sector react? Largely experiencing, offering new experiences and looking for ways to widen your consumer base. In recent years we have seen how big companies offered elaborate beers In bourbon barrel either of rumcombined with Cocoa and Chilewith mango flavorbased on medieval traditions…
And that between a long etcetera of bets that include special editions of Carnival either Christmas And sometimes they go directly through new business niches, such as energy drinks or the ciderthe latter car to which the large brewing groups have climbed.
The Galicia star itself surprised a while ago by marketing beer bottles inspired by the octopus To Feirathe Padrón pepperselaborated With blackberries or even With perclabes collected on the Costa da Morte. For a few hours it seemed that this catalog would be completed with a broth for paellas, but the reality will be another: it will grow, but with bottles focused on the Valencian market.
Images | Galicia Star 1 and 2
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