Spanish beer brand Estrella expands in Germany with a new campaign

Estrella Galicia, the flagship beer brand of Corporación Hijos de Rivera, has launched a major advertising campaign in Germany as part of its international growth strategy. The initiative focuses on building awareness and positioning the Spanish brand as a distinctive alternative in one of Europe’s most established beer markets.

The campaign targets five key cities—Cologne, Düsseldorf, Münster, Frankfurt, and Osnabrück—combining outdoor and digital activations to introduce Estrella Galicia to new consumers and reinforce its presence among existing ones. Using the tagline #NADANORMAL, the brand highlights its commitment to authenticity, craftsmanship, and individuality, setting itself apart from traditional Bavarian beer culture.

Expanding a decade-long presence in Germany

Estrella Galicia entered the German market more than ten years ago and is now distributed in both hospitality and retail channels. Strong consumer demand has driven partnerships with leading companies such as Warsteiner and placement in top retailers including Edeka and Rewe. The brand’s continued investment aims to deepen its roots in a market that values quality and brewing heritage.

Aitor de Artaza, International Director, Corporación Hijos de Rivera: “Our approach to overseas growth is not based on immediate volume, but rather on a sustainable and consistent model that respects the time, context, and unique characteristics of each market, prioritising areas with a beer culture and where value is placed on the quality of the product and the brewing process. This campaign in Germany is an important step towards publicising who we are, what makes us different and why we believe that there is a space for our brands in a country with a consolidated brewing tradition.”

A strategy rooted in heritage and authenticity

With 120 years of brewing history, Corporación Hijos de Rivera continues to expand its European footprint from its home in Galicia, Spain. The company’s international strategy focuses on long-term partnerships, respect for local markets, and maintaining its identity built around quality and authenticity.

The German campaign marks another step in Estrella Galicia’s ambition to become a recognised European premium beer, appealing to consumers who appreciate craft, character, and a strong sense of origin.

www.estrellagalicia.com

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