Estrella Galicia is the brand I’m most closely associated with, having worked on it for 12 years both agency side and in-house. As Senior Brand Manager, my challenge was to carve out a space for the brand within the crowded UK and Irish beer markets — building awareness, loyalty and meaningful connections with consumers and trade.

With a relatively modest budget and fierce competition from bigger players, we had to be clever, bold and laser-focused. Research revealed a powerful differentiator: while most “World Beers” were brewed in the UK, Estrella Galicia was one of the few still authentically brewed in Spain. That insight became the heart of our creative strategy.

Working with our agency partners, we developed the bold “Spanish, Not Span-ish” platform, with supporting lines like “Don’t Fall for Fake Brews.” This disruptive, irreverent positioning ran through every channel — from experiential activations and branded bars to radio, outdoor and digital media. We amplified it further by collaborating with lifestyle, chef and sports personalities, ensuring the brand felt authentic and culturally relevant.

The campaign’s success didn’t just make headlines — it opened new doors. It led to deeper conversations with major supermarkets, increased on-trade distribution, and positioned Estrella Galicia as a credible, exciting alternative within the premium beer category. It was a brilliant example of how a clear point of difference, paired with confident creative and sharp execution, can deliver impact far beyond its budget.