The association of Carlos SainzFormula One drivers, including ferrarihas helped expand the image of its main sponsor, Estrella de Galicia brewery, to Italian marketconfirmed to Efe, David Fernandezmarketing director of the Spanish company.
Along with his good year in F1, the impulse of Carlos Sainz The Galician beer brand is noted for its return and strengthening of sales in markets such as Germany, the United Kingdom, the United States, Mexico, the United Arab Emirates and China. And in Italy, with the Ferrari link. “We also increased sales in Italy, the home of Ferrari. The tifosi, the passionate supporters of the team, like our beer; those who try it, are likely to repeat it”, added the marketing director of the Spanish brand.
Almost a decade after choosing Spanish driver Carlos Sainz as one of the brand’s ambassadors, the beer producer has made sure that the relationship with the Formula 1 British Grand Prix champion is, above all, about family. “This is a healthy relationship. Carlos’ grandfather was part of the construction of the factory in La Coruña. Everything happened naturally. We accompany him on this adventure and as he grows as a pilot, we grow as a world beer brand,” said David Fernández.
At 28, the man from Madrid is going through a moment of maturity as a Ferrari driver. This year celebrates its best season; In addition to the win at the Silverstone circuit, Sainz has three pole positions, three second places and four third places.
He thinks he can finish the season in the top five of the drivers’ standings and, along with Monegasque Charles Lecerc, give Ferrari second place in the constructors’ championship. They are successes as a result of their talent, their hard work and also the support of sponsors.
“In 2013 they were the first to trust me, to support me in the categories lower than Formula 1 and then in all the teams I went through in Formula 1. There are several cases of a brand like Estrella helping pilots throughout their lives. I owe them a big part of my sports career,” the runner told EFE.
A few weeks ago, at the same time as the Mexican Grand Prix, Estrella de Galicia confirmed its commitment to Sainz and his teammate Charles Leclerc, who look set to challenge for next year’s title against Dutchman Max Verstappen and to his team, Red Bull .
It is no coincidence that the announcement was made on Mexican soil. It was in Mexico, a country that in Formula One supported Sainz, where the story that led to the appearance of the brand began. “Our story begins in 1856when José María Rivera, a 19-year-old young man, traveled from La Coruña and set up a shop in Veracruz called Estrella de Oro. Returning home, he built a beer and ice factory with a name that evokes the Mexican experience : Reminiscences of Estrella de Galicia Fernandez.
“My goal doesn’t change, to still be world champion,” Sainz assured EFE. Meanwhile, your sponsor is working on a strategy. Trust in a warm, almost personal relationship with buyers and only then think about profits and establishment in the world market.
“Ferrari are artisans in the motor world with a great history; we wrote ours with the idea of being a beloved beer”, concludes David Fernández.
Source: La Verdad
I’m Wayne Wickman, a professional journalist and author for Today Times Live. My specialty is covering global news and current events, offering readers a unique perspective on the world’s most pressing issues. I’m passionate about storytelling and helping people stay informed on the goings-on of our planet.
