Beer PEEPthe innovative product launched by UD Las Palmas on the occasion of its 75th anniversary, found a remarkable reception among fans and the general public during its first three months of marketing. The beer is made using traditional methods on the island of La Palma.with its excellent water and top quality ingredients. It quickly became a symbol of identity for the Canarian public.
The product, which officially debuted on August 14 coinciding with the start of the season, it is marketed in three different varieties: Special lager, alcohol-free Tostada and an innovative orange version. This diversification has helped satisfy different consumer preferences, from traditional beer lovers to those looking for non-alcoholic options.
THE distribution, Initially intended for bars, restaurants and specialty stores in Gran Canaria, it has allowed the product to fit naturally into the local gastronomic offer. The brand’s strategy is to start distribution on the rest of the islands in the coming weeks.
A product with emotional value
“We wanted to create more than just a beer, an emotional product that fans could be proud of”recalled President Miguel Ángel Ramírez during his presentation. Three months later, that goal appears to have been achieved, with a brand that not only represents new revenue for the club through its company. UD Creativebut it has become a connecting element between the fans and the team.
UD Las Palmas maintains modest but promising projects for the future of PEEPfocusing on consolidating its presence in the local market before considering possible expansion. The first success suggests that the beer could become a reference in the Canary Islands market, uniting the brewing tradition with the passion for football.
The PÍO PÍO beer initiative represents an exemplary case of how a football club can evolve beyond the sporting realm, by diversifying its commercial activities in a strategic and innovative way. Through UD Creativethe company that manages the club’s commercial operations, UD Las Palmas has shown that it is possible to create new business sectors that not only generate additional incomebut they also significantly strengthen ties with their fan community.
This brewing project has transcended the purely commercial sphere to aspire to become an authentic symbol of local identity. At incorporate distinctive elements such as La Palma water in its preparation and creating different varieties that satisfy varied tastes, PÍO PÍO positions itself as a product that represents Canarian values and culture, establishing a connection with local residents and visitors.
