Damm is launching new eye-catching fridge pack formats of Estrella Damm 0.0% and Damm Lemon this spring in response to growing consumer demand in these low and no categories.
These will be available from wholesalers for independents from April time.This reflects the strong momentum of the category as a result of changing consumer habits which has led to trends for lower alcohol lager and alcohol-free beer.
World Beer is growing in volume, with Spanish Lager leading the way, while Damm Lemon is currently the fastest growing major flavoured lager brand in the off-trade, growing +126% in sales volume over the last year and despite only launching in June 2025, Estrella Damm 0.0% is one of the top contributors to No/Low Lager category growth over the last year.
In fact, Estrella Damm 0.0% is the No.3 contributor of volume growth to the No/Low Lager category over the last year at a total brand level.
Liam Fidler, Head of Off-Trade at Damm UK explains, "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.