Hijos de Rivera se atreve con Alemania y abre filial propia en el país

Spanish brewery Estrella Galicia is daring to venture into Germany and has established its own subsidiary there. The Corporation Hijos de Rivera, which has accelerated its presence in the international market, opened a branch in the United Kingdom last February and in Italy last May. Now, it dares to enter the competitive German market with its own entity, Estrella Galicia Alemania, to boost its sales in the country with its own team.

Although its presence there dates back over a decade, it joins other ancient markets such as Brazil, China, the Philippines, Mexico, and Portugal.

The ambition of Hijos de Rivera is to boost its beer and other beverage sales in the German market, both in the hospitality channel and in food distribution, in addition to improving its brand positioning. The Galician company has taken the leap after experiencing positive reception over the past decade in a challenging beer market.

The Spanish company has partnered with Warsteiner, one of the largest volume breweries in Germany with family capital, and has secured positions in the two largest distribution groups in the country - Edeka and Rewe.

International Business Director Aitor de Artaza explained that in the foreign market, they are not seeking immediate returns but prioritize a sustainable and consistent model that respects the time, context, and specificities of each market, giving priority to areas with a strong beer culture. General Director Francisco Ucha emphasized the company's decision as a key step in its international expansion plan, allowing closer customer and consumer attention with dedicated teams to expedite distribution and manage investments that will drive business growth.