Mahou San Miguel is preparing the rollout of a branding update across Europe for its San Miguel lager.
The privately-owned brewer has designed the new look for San Miguel to emphasise the beer’s Spanish heritage while “reinforcing its modern premium positioning”. The move will apply in all of the brand’s European markets, including Spain, as well as the UK, where MSM switched out Carlsberg as San Miguel’s distributor and marketer for AB InBev at the start of last year.
In the UK, AB InBev’s Budweiser Brewing Group unit has confirmed plans to relaunch the brand’s ‘Spanish Summer, No Matter When’ campaign. Timed to coincide with the commencement of British Summer Time yesterday (29 March), the activation consists of TV ads, out-of-home and social media advertising and limited-edition packaging in the off-premise backed by promotions in the on-premise.
Financial details were not disclosed.
“The clocks going forward consistently marks a shift in consumer behaviour,” said San Miguel UK’s senior brand manager, Ed Hussey. “It’s the moment when we start making more spontaneous plans, meeting friends after work and returning to outdoor social occasions. For many, it genuinely feels like the unofficial start of summer.”
In late July, MSM ventured outside of the beer category, unveiling Refeel, a mango-and-pineapple-flavoured energy drink with plant-based caffeine, in the Madrid-headquartered company’s domestic market.
