Damm has launched new fridge pack formats for Estrella Damm 0.0% and Damm Lemon, available from wholesalers from April.
The move targets growing demand in no/low and flavoured lager. World beer continues to grow in volume with Spanish lager leading the segment, while Damm Lemon is the fastest‑growing major flavoured lager brand in the off‑trade, up 126% in sales volume over the last year. Estrella Damm 0.0%, launched in June 2025, is among the top contributors to no/low lager category growth over the last year and is the number three contributor to volume growth at total brand level.
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.”
The fridge packs are designed to meet this demand with a convenient format tailored to regular consumption and occasions.
