As Senior Brand & Growth Lead for Estrella Galicia UK & Ireland, I led the brand’s growth strategy across hospitality, retail and consumer channels, helping scale the market to 4m HL whilst increasing brand awareness by 37%.

Rather than relying solely on traditional advertising, the strategy focused on building cultural relevance, premium positioning and long-term customer and consumer connection through partnerships, hospitality influence and community-led brand experiences.

Key initiatives included:
• Building strategic partnerships across hospitality, food and lifestyle sectors
• Developing chef ambassador and talent collaborations, including Michelin-starred chef Nieves Barragán and Formula 1 partnerships
• Creating integrated consumer campaigns across PR, digital, experiential and trade marketing
• Supporting progression from challenger brand to mainstream retail listings, including Sainsbury’s Future Brands

The result was a stronger, more culturally relevant brand that successfully grew both consumer demand and commercial presence whilst maintaining premium positioning.