Spanish lager brand Estrella Galicia has committed £10m in marketing spend to drive awareness of the brand in the UK.

The investment includes further exposure for the brand’s ‘Spanish not Span-ish‘ campaign and sports sponsorships with McLaren and MotoGP.

The campaign consists of a comedy skit highlighting Estrella’s origins in the Galicia region of Spain across TV and social media, as well as out-of-home adverts across the UK.

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Aitor Artaza, managing director at Estrella Galicia International, said: “The UK is an important market for us as people here embrace authenticity and heritage of brands. That’s why we have put a multimillion pound investment behind the brand to ensure that people are aware of it and its genuine Spanish provenance.

“We also intended to give a gentle hint that not all beer brands can say the same. Together with our sports partnerships, we are expecting to see the brand continue to grow in the UK.”

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