Barcelona has been the scene of a large-scale celebration With this event, the historic Damm brewery commemorated its 150th anniversary. The company brought together more than 1.500 people for an evening that combined a gala at the Gran Teatre del Liceu and dinner at the Boqueria Market, in a journey that united culture, music, and gastronomy around its connection with the Catalan capital.
Far from being a purely ceremonial act, the firm framed the anniversary as a tribute to his career and his deep roots in Barcelona since 1876. Authorities, representatives of the business world, figures from culture, sports and haute cuisine shared a program that looked both at the company's past and its current role in Catalonia and Europe.
A huge gala at the Gran Teatre del Liceu
The historical Gran Teatre del Liceu became the epicenter of the commemoration. The Rambla coliseum hosted a gala that reviewed the evolution of Damm from its founding in Barcelona at the end of the 19th century to its current position as a brewing group with an international presence.
More than 1.500 guests from various backgroundsAmong the authorities present were the President of the Generalitat, Salvador Illa, and the President of the Parliament, Josep Rull, accompanied by the Minister of Economy and Finance, Alícia Romero; the Minister of Business and Labor, Miquel Sàmper; the Deputy Government Delegate in Catalonia, Mari Carmen García-Calvillo; the Second Deputy Mayor of Barcelona, Maria Eugènia Gay; and the Councillor for Sports, David Escudé, among other institutional officials.
The gala was hosted by the actors Sílvia Abril and David Verdaguer, under the production of El Terrat (The Mediapro Studio). His role was to weave together an evening conceived as a journey through the company's history through four main axes: product quality, industrial capacity, international projection, and relationship with clients and consumers.
Along with its institutional weight, the Liceu also brought together a broad representation of social, cultural, sporting and business fabricAmong those in attendance were, for example, Rafa Yuste, president of FC Barcelona; Mao Ye Wu, CEO of RCD Espanyol; and businessmen such as Antoni Brufau or Jaume Guardiola, as well as personalities from the artistic world such as the singer Lucrecia.
The company's own internal history was present through figures linked to the family shareholding and the brand's trajectory, in a context where the aim was to highlight the generational continuity and family character which has accompanied part of Damm's development until its consolidation as an international group.
The message from Demetrio Carceller Arce and the role of the human team
In his speech, the CEO of Damm, Demetrio Carceller ArceHe focused his speech on the people who have sustained the project for a century and a half. He defined the anniversary as “a recognition of all the people who have made this journey possible” and who, generation after generation, have contributed to building the company as it is today.
Carceller highlighted the company's ability to evolve without losing its essenceMaintaining a work ethic based on quality, innovation, and close ties with the community. According to the executive, the key to the brewery's growth lies in consumers' repeated choice of its products and their connection to their values and lifestyle.
The CEO structured his speech around three pillars that, he explained, have historically guided Damm's trajectory: quality, innovation and commitmentIn their interpretation, quality demands a constant level of rigor in all processes; innovation involves advancing in areas such as technology or artificial intelligence; and commitment involves getting involved in culture, education, sports and community life.
Carceller also took the opportunity to assert the Mediterranean character of the brand as a distinguishing feature. More than a geographical location, he defined it as a way of understanding coexistence, respect for the environment, and the value of shared time. Within this framework, he emphasized the importance of design and the visual identity of the beers, noting that the consumption experience begins long before tasting the product.
Looking to the future, the group's top executive indicated that the objective involves Strengthen leadership of the company through growth, diversification and innovation, trying to keep intact the essence that has defined Damm since its origins in the city of Barcelona.
Institutional recognition of Damm's deep roots in Catalonia
The gala had a strong institutional component that served to highlight the Damm's economic and social weight in CataloniaThe President of the Generalitat, Salvador Illa, emphasized during his speech the company's "deep roots" in the country and its ability to generate and share prosperity.
Illa described Damm as a “country asset” He emphasized that the brewery has not only contributed to economic growth, but has also promoted projects related to culture, sports, education and the recovery of urban spaces, becoming an agent with a cross-cutting impact on different sectors.
Alongside him, other authorities such as the president of the Parliament, Josep Rull, and representatives of the central government and the Barcelona City Council highlighted the company's contribution to the productive fabric Catalan and its role in the international projection of the city and the local economy.
The presence of representatives from professional sports —with FC Barcelona and RCD Espanyol as the most visible examples— reinforced Damm's image as sponsor and ally of sports entities, while the attendance of prominent figures from business and culture demonstrated the cross-cutting nature of the brewery's collaborations.
Overall, institutional and social support demonstrated that, beyond the product, the brand has become a reference integrated into the collective imagination from Barcelona and a large part of Catalan society, with a trajectory that has become intertwined with the recent history of the city.
The music of Mediterráneamente as the common thread of the gala
One of the distinctive features of the evening was the prominence of music linked to the campaigns. Mediterranean style from Estrella Dammwhich has become one of the most recognizable aspects of the company's communication in Spain and Europe.
Under the direction of the composer Lucas Vidal —winner of two Goya Awards and an Emmy—, the Original Soundtrack Orchestra (OSTO) was in charge of creating the gala's soundtrack. The Liceu stage hosted a medley of some of the most emblematic themes from the brand's summer campaigns.
The artists who performed alternated on stage were such as Santi Balmes, Maia Vidal, Ramon Mirabet, Maria Rodés, Magalí Sare, Lexter and Txell SustThey once again lent their voices to melodies associated with the brewery's Mediterranean imagery. Their performance served to connect the audience with several of the advertisements that have defined summers in Spain in recent years.
One of the most talked-about moments of the night was the intervention of Rigoberta Bandini, who performed a version of “Barcelona i jo” by Joan Manuel Serrat, accompanied by the orchestra. This piece was conceived as an explicit tribute to the city where the company was founded and as a nod to the sentimental bond between the brand and Barcelona.
The musical finale of the gala featured... Lars LindquistBillie the Vision & The Dancers, lead singer of Billie the Vision & The Dancers, performed the iconic “Summercat,” the theme song associated with the launch of the Mediterráneamente campaigns. As the song played, the Liceu audience joined in a collective toast, a gesture intended to encapsulate the symbolic weight of these advertisements in the brand's recent history.
The Glòries Tower and the international dimension of the company
The staging of the commemoration included a striking intervention on the Torre GlòriesOne of the most recognizable buildings in the Barcelona skyline, the skyscraper was transformed into a giant star associated with the Estrella Damm brand through a light show, creating the illusion that it was being filled with beer.
This symbolic connection between the Liceu and the tower acted as visual epilogue on a night that sought to highlight the company's role in the city and, at the same time, its reach beyond local borders, also present at festivals such as the Barcelona Beer FestivalThe image was also integrated into a narrative that underscored the group's economic transformation over the past few decades.
As was recalled during the event, in the last 25 years Damm has gone from from a turnover of around 200 million euros to exceeding 2.000 billionconsolidating its position as an international leader in the sector. The company markets its products in more than one hundred countries and has expanded its activity into various segments related to beverages and food service.
The journalist and presenter Marta Flich She was responsible for providing context to this evolution, reviewing some milestones in the group's expansion and the consolidation of its industrial structure. Her presentation emphasized the importance of sustained investment and diversification to maintain growth in a sector subject to intense competition at both the European and global levels.
Simultaneously, a video was projected congratulations and testimonials which featured figures such as Ferran Adrià, Andrés Iniesta, Juan Antonio San Epifanio (Epi), Clara Segura, Luis Tosar and Martina Puigvert, who symbolized the company's connections with gastronomy, sport and culture both in Spain and beyond its borders.
Gastronomy and local produce: the celebration continues at La Boqueria
After the gala at the Liceu, the celebration moved to Boqueria Market, One most emblematic gastronomic spaces From Barcelona. The market was illuminated for the occasion and transformed into a grand culinary stage conceived as a tribute to local produce, bars and restaurants in the city.
The dinner, which for many guests was a surprise revealed at the end of the main actIt offered a tour of local flavors prepared by stallholders and restaurateurs from the market itself. The menu combined traditional Catalan dishes with more contemporary versions and haute cuisine preparations.
Among the dishes served were classics such as he fricanded, the cod in a tin and the meatballs with cuttlefishAlong with options such as steak tartare, various seafood rice dishes, a carefully selected range of oysters, cheeses and cured meats, as well as specialties such as grilled picanha and red tuna preparations.
The pastry chef was in charge of the dessert section. Christian Escribawho prepared a final dessert in his workshop on La Rambla, very close to the market itself. Some versions of the menu also incorporated a light display using more than a million LED lights, which underscored the exceptional nature of the evening.
As expected, the Damm's range of beers The gastronomic proposal was complemented, reinforcing the idea that the brand is integrated into the daily life of bars, terraces and restaurants not only in Barcelona, but in much of Spain and other European countries where the company has a consolidated presence.
Leading chefs and a link to haute cuisine
The dinner at La Boqueria and the entire celebration were attended by some of the most renowned chefs in Catalonia and SpainMany of them are regular customers and collaborators of the brewery. Their attendance served to reinforce the relationship that Damm has maintained with the food service industry for years.
Among the names present were Oriol Castro, Eduard Xatruch and Mateu Casañas, from the Disfrutar restaurant; Joan Roca, from El Celler de Can Roca; Carme Ruscalleda; Albert Adrià, at the head of projects such as Enigma; Fina Puigdevall, from Les Cols; Nandu Jubany, from Can Jubany; Paco Pérez, from Miramar; Rafa Zafra, from Estimar; Carles Gaig, from Petit Comité; as well as Romain Fornell and other prestigious chefs.
The involvement of these professionals reflected the close relationship between the brand and the restaurantThis is an area where the brewery has built much of its market position. Beyond sponsoring events, the group collaborates with bars and restaurants on initiatives that aim to promote local products and regional cuisine.
The gastronomic aspect of the commemoration also functioned as showcase of culinary wealth Barcelona and Catalonia, in a context where food and hospitality are key sectors both locally and for the city's tourist image in Europe.
In this vein, the tribute at La Boqueria served to remind everyone of the role played by municipal markets as everyday living spacessuppliers of fresh produce and social meeting points, an environment in which Damm's presence has been common for decades through market bars and nearby establishments.
A journey that combines tradition, innovation and deep roots
Throughout the night, various speeches and theatrical gestures traced a story about the evolution of Damm From its beginnings as a local brewery to its current global reach, the company was highlighted. It was noted that the company was founded in Barcelona in 1876 and has spanned three centuries, combining strategic changes with a strong connection to its city of origin.
Part of that uniqueness lies in its ability to adapt to changing contexts without completely diluting its identity. The company has been incorporating new lines of business, modernizing its industrial structure and expanding its international presence, without abandoning its connection with the Mediterranean environment and with social consumption linked to bars and meeting places.
The activities of the Damm Foundation, with initiatives in culture, education, sport and urban space revitalization —like the former Estrella Damm factory—, reinforces this image of a company that seeks to go beyond the strictly business-oriented. These actions contribute to consolidating a brand perception close to the community.
At the same time, the company itself acknowledges the challenges and complex moments that inevitably accompany such a long trajectory. Corporate maturity is measured, in part, by the ability to acknowledge these episodes, integrate them into the shared history, and continue moving forward without trying to erase them.
Taken together, the performance at the Liceu and the subsequent celebration at the Boqueria projected the image of a a company that has grown alongside Barcelona And today it operates on an international stage without losing sight of its Mediterranean roots. Amid speeches, performances, and toasts, the idea that a brand's value is not limited to its business figures, but also extends to the impact it has on the daily lives of a city and its people, was emphasized.
