UD Las Palmas expands 'Pío Pío' beer brand and final national distribution

UD Las Palmas has taken an unprecedented step in Spanish football by presenting this Thursday its own official beer, the 'Pío Pío' 100% malt pilsner, a product that It will be marketed not only in the Canary Islands but throughout Spainwith the aim of reinforcing the club's identity and diversifying its sources of income.

The president of the club, Miguel Angel Ramirezpresented the new brand at the Gran Canaria Stadium and highlighted that it is “a beer that is born from Canary feeling but with national ambition“. The initiative, in collaboration with a peninsular beer manufacturer, seeks position the UD Las Palmas label as an emotional consumer brand in the Spanish marketespecially in the young and tourist segment.

The agreement provides for distribution in large stores and hospitality in the main Spanish cities, starting with Madrid, Barcelona, ​​Valencia, Seville and Bilbao. “We want When someone on the peninsula hears 'Pío Pío', think of the Canary Islands and our way of living”said Ramírez.

The leader took advantage of the event to toast “to Kirian Rodríguez, who has defeated cancer,” and stated that the launch of the beer “symbolizes the vitality and exterior projection of the clubRamírez, visibly optimistic, said he was “delighted with the sporting career” of the team in LaLiga Hypermotion, just one point away from direct promotion positions, and added that UD Las Palmas “is ready to return to the top also off the field”.

The product, designed with yellow and blue aesthetics and labeled with the club's shield, It will be distributed in 33 cl and 50 cl bottlesand will have a special collectible edition commemorative tin of the stadium.

The strategy, inspired by models of European clubs that have developed own products —such as Borussia Dortmund with its Brinkhoff's beer or Celtic with Tennent's—, reinforces the trend of football teams becoming lifestyle brands.

“It is much more than a drink; it is a symbol of belonging,” summarized the president, who trusts that 'Pío Pío' will become a referent of emotional consumption in the Canary Islands both inside and outside the Archipelago.