Our company boosts its presence outside our borders through its presence at Expo Dubai 2020, an event of international scope that will be visited by millions of people for 6 months.
The range of Estrella Galicia beers, with alcohol and alcohol-free, have been selected by the Forum of Renowned Spanish Brands for its commercial space in the Spanish Pavilion of this Universal Exhibition.
Estrella Galicia is the official beer of the Spanish Pavilion store at Expo Dubai 2020. This commercial space launched by the Forum of Renowned Spanish Brands will have Estrella Galicia and its range of non-alcoholic beers, Estrella Galicia 0,0, Estrella Galicia 0,0 Negra and Estrella Galicia 0,0 Tostada, as the only beers in its offer.
The Universal Expo Dubai 2020 is presented as an unbeatable visibility platform to promote and consolidate the position of Estrella Galicia at an international level. It is an event of enormous scope that millions of people from all over the world are expected to pass through over 6 months. The beer brand thus reinforces its unstoppable international expansion that has already led it to be present in more than 60 markets on all continents.
Juan Paz, director of the Estrella Galicia Internacional business unit, points out that “so far, the reception of our products in other markets has been excellent and we believe that the presence at Expo Dubai will be a decisive lever to strengthen our positioning as a brand and the development of our business internationally. This is a great opportunity to make our values known as a brand and consolidate our presence in new markets in which quality and differentiation prevail above all, a proposal on which we base our entire expansion process“.
On the other hand, Dubai is a key geographical point in the Middle East, an area with enormous potential in which Hijos de Rivera explores an intensive implementation in the coming years. It is expected that the impact of an event such as Expo Dubai 2020 will contribute decisively to the positioning of the Galician company’s beers and mineral waters in these markets.
Expo Dubai 2020
Expo Dubai 2020 opened its doors on October 1, a year later than planned due to the pandemic, but keeping the initial year in its name. Over the next 6 months, in increasing progression due to the easing of restrictions, millions of people are expected to visit this space in which countries around the world have installed a total of 191 pavilions showing the best of themselves.
In the case of Spain, the Pavilion, managed by Acción Cultural Española (AC/E), -the public company responsible for spain’s presence in Universal and International Exhibitions-, has been developed under the theme of the Expo “Connect minds, Build the future”, with the slogan “Intelligence for life”. This space has an area of 5,800 square meters in a square covered by a series of conical volumes and is located in the thematic area corresponding to Sustainability, its hallmark, closely linked to the 2030 Agenda for sustainable development.
The Forum of Renowned Spanish Brands Shop
The Forum of Renowned Spanish Brands shop in the Spanish Pavilion of Expo Dubai 2020, which can also be accessed online, will thus become a great showcase of Spanish brands in one of the regions of the world of greatest interest to Spanish companies. It is expected that 2.5 million people will tour this commercial space at some point in the 6 months in which the Universal Exhibition will be operational.
It is not the first time that the Forum of Renowned Brands manages this type of actions, it already did so in 2010 successfully managing the multi-brand store of the Spanish Pavilion at the Universal Exhibition of Shanghai in which Estrella Galicia was also positioned as the exclusive beer. The project was a success both in the number of attendees and in turnover, receiving more than 2 million visitors and adding sales of more than 1.3 million euros.
About the Forum of Renowned Spanish Brands
The Forum of Renowned Spanish Trademarks (FMRE) is a public-private alliance made up of over one hundred of the main Spanish companies with leading brands in their respective sectors together with the Ministry of Foreign Affairs, European Union and Cooperation, the Ministry of Industry, Trade and Tourism, ICEX Spain Export and Investment, the Spanish Patent and Trademark Office (SPTO), the Chamber of Commerce of Spain and Turespaña. Its objective is to promote at all levels the strategic importance of the brand, innovation and design and to promote the internationalization of companies as a key lever for improving the competitiveness of the Spanish economy, thus contributing to enhance the image of Spain and all its companies through the union of efforts between the leading Spanish brands and the competent public administrations.