San Miguel bringing richer experiences to pubs and bars

09/06/2017 - 16:57
San Miguel, a Spanish beer, will be bringing a richer experience to the on-trade this year with the aim of tapping into the increasing consumer demand for ‘experiences over material possessions’.

During June a trade programme ‘San Miguel La Experienca’, will be launched to reward on-trade venues across the UK providing a richer experience for its customers.

The brand, which recently became one of a handful of beer brands in the UK to break the 1 million hectolitre sales milestone for its premium Spanish lager, will begin to identify venues that offer great food and many other factors including venues with the best outdoor spaces.

Successful venues will be supported with local press advertising and social media encouraging consumers to visit the venues. A selected number of the venues will be given the ‘San Miguel La Experiencia’ treatment including widespread local publicity and a bespoke San Miguel branded event.

Dharmesh Rana, senior brand manager for San Miguel at Carlsberg UK, said: “We’ve evolved the campaign for 2017, so that it now supports on-trade operators who focus on creating fantastic experiences for their guests. Its inspired by San Miguel’s founding family who were explorers and adventurers, and we want to reward and celebrate those pubs and bars up and down the UK which place a higher value on experience above all else.”

In conjuction with the trade activity a nine-month consumer campaign, seeking 20 real-life individuals and collectives from around the world to appear in the San Miguel rich list 2017 will run. Launched in April this year, the multi-channel campaign is supported by a celebrity endorsement and runs through to December with a series of cinema, print and digital communications.

Carlsberg UK brews and sells premium beers including Carlsberg, Poretti, Grimbergen, Celia and Tuborg and holds the UK brand licence for San Miguel. 

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