Radeberger Group to Distribute Estrella Damm in Germany from 2026

The Radeberger Group, one of Germany’s largest brewing companies, has announced a strategic partnership with Spanish brewer Grupo Damm to distribute Estrella Damm beer across Germany starting January next year.

Nationwide Expansion Strategy

As part of the agreement, Radeberger will act as the exclusive sales, distribution, and marketing partner for Estrella, handling its growth across both on-trade channels, such as bars and restaurants, as well as off-trade retail outlets and supermarkets. The deal is designed as a long-term cooperation and will be supported by sales promotions, marketing initiatives, and social media campaigns to build brand visibility in the German market.

Grupo Damm’s decision to transfer responsibility for Estrella’s national expansion to Radeberger reflects the German company’s strong distribution network and proven expertise in managing international brands. Radeberger already handles well-known global names such as Guinness, Hop House 13, and Staropramen Premium Lager, making Estrella a natural addition to its expanding portfolio.

The move also strengthens Radeberger’s international positioning while complementing its portfolio of homegrown brands, including Radeberger Pilsner, Jever, Schöfferhofer Weizen, and Selters mineral water.

Leadership and Future Outlook

The announcement comes after leadership changes earlier this year, when parent company Oetker appointed Dr. Niels Lorenz to oversee its beer and non-alcoholic beverages division. With Estrella’s entry, Radeberger is poised to further consolidate its role as a key player in shaping Germany’s premium beer market.

Get all the Marketing Stories on Marketing Mentor, the World's largest marketing platform with the freshest ad campaigns and brands' collabs.