SOURCE: Estrella Damm

Estrella Damm

June 18, 2012 15:04 ET

Estrella Damm, the Beer of Barcelona, Brings the Human Towers of Barcelona to New York City for the First Time

The Human Towers or Castellers de Vilafranca, Attempt a New World Record by Building the First Eight-Level Castell Ever Assembled on a Rooftop

NEW YORK, NY--(Marketwire - Jun 18, 2012) - This week, the Human Towers of Barcelona are coming to the US to perform throughout New York City. The Human Towers are a three hundred year old tradition of building multi-story human towers called "castells." The great Human Towers perform at many Mediterranean town festivals and are one of the oldest and most spectacular traditions in Spain.

Estrella Damm, the Beer of Barcelona, is the official sponsor of the Human Towers, providing the castellers with an international stage and introducing this symbol of Spanish culture to an expanded audience. The Human Towers and Estrella Damm have a common purpose: to promote the growth and culture of Barcelona and its traditions. Estrella Damm is imported by United States Beverage and is the number one selling Spanish import in the US.

The 150 member Castellers de Vilafranca, the world's best Human Towers team, will debut in New York City on Wednesday, June 20, 8pm at 230 Fifth Rooftop Bar on Fifth Avenue, when they will attempt a new world record by building the first eight-level castell ever assembled on a rooftop. The public performance, which will also include the building of several other towers in different configurations on 230 Fifth's roof deck, will inaugurate a series of public castell buildings in honour of the rebuilding of the World Trade Center complex. Each tower will be an exercise in intense concentration, strength and balance as barefoot participants form successively smaller tiers -- resembling a human wedding cake -- by climbing up the bodies of each layer to mount the shoulders of the previous tier until the tower is complete.

Enric Crous, Managing Director of Estrella Damm brewery, has highlighted Estrella Damm's commitment to a team activity such as the Human Towers -- "the towers are symbolic of our culture and country and are based on the pursuit of excellence and teamwork, values shared by Estrella Damm."

The Human Towers will continue with more public performances June 21th-23rd at the following high profile locations around New York City:

Thursday, June 21
12pm- Battery Park- Make Music New York Festival
4pm- Central Park - Naumburg Bandshell, The Mall- Make Music New York Festival

Friday, June 22
5pm- Brooklyn Bridge Park

Saturday, June 23
10:30am- AMC Loews Lincoln Square Cinema
3pm- Dag Hammarskjold Plaza (at the United Nations)

The Castellers will also perform for the President of Catalonia at an Institutional Event at Christie's Auction House, 20 Rockefeller Plaza on Thursday evening at 7:30pm.

Estrella Damm "The Beer of Barcelona" and the tradition of the Human Towers

Estrella Damm has sponsored the Castellers since 1997, in an agreement that covers the medical and accident insurance, managed by the Human Towers Association, for over 7,500 members from 60 human tower teams.

Additionally, in November 2010, the Castellers were declared Intangible Cultural Heritage by UNESCO and Estrella Damm supported the Human Towers throughout the application process.

Once UNESCO had declared the Human Towers as Intangible Cultural Heritage, a huge festival was hosted in the Old Estrella Damm Factory in celebration, in the heart of Barcelona during which a variety of concerts took place and human towers were built to commemorate the much anticipated recognition. It is estimated that over 2,500 people attended the large-scale event.

The Human Towers will also participate in the presentation of the global documentary about their sport as practiced in Catalonia, Chile and India on June 22 at Goldcrest Studios Theater in the West Village. The Human Tower is directed by Ram Devineni and Cano Rojas and distributed by Goldcrest. For more information, visit www.thehumantower.com.

About Estrella Damm
Established in 1876, Estrella Damm is an award-winning, premium pale lager known internationally as the "Beer of Barcelona." During its 136-year tenure, Estrella Damm has remained the number one beer in Barcelona. An independent brewer with its own personality, Estrella Damm is known for its creativity. Estrella Damm produces five million hectolitres of beer per year. United States Beverage, LLC imports Estrella Damm to the United States. www.estrelladamm.com.

Contact Information

  • For more information please contact:
    Georgia Homsany
    Brand Manager
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    203.424.8439