San Miguel signs ‘co-operation’ agreement12th May, 2014 by Lauren Eads
Philippines-based San Miguel Brewing International Ltd and Spain’s Mahou San Miguel have signed a “co-operation agreement” to jointly promote San Miguel and extend its global footprint.
In 1953, San Miguel Philippines granted branding rights for Europe and Mediterranean Africa to San Miguel Spain, giving rise to the creation of a new Spanish brewery, La Segarra, S.A., later renamed in 1957 as San Miguel Fabricas de Cerveza y Malta, S.A., an affiliate of San Miguel Brewery, Inc.
Since then the two companies have worked independently, although also in parallel, to develop San Miguel as an international brand which is today present in 60 countries.
This agreement will see both companies work together to “unify the brand” with the aim of “further strengthening its global footprint”.
Javier López del Hierro, chairman of Mahou San Miguel, said: “This alliance is much more than a business partnership.
“It has been an emotional journey to the origins of San Miguel, and is a unique opportunity to release the brand´s enormous potential, promoting a common positioning across the globe.
“An initiative which will help transform our international business, for which the San Miguel Brand already represents 90% of our sales outside of Spain.”
Established in 1890 in Manila San Miguel Brewery Inc is jointly owned by SMC (51%) and Kirin Holdings Company (48%) and is one of the leading brewers in Asia with strong positions in the Philippines and Hong Kong, as well as brewing operations in China, Indonesia, Thailand and Vietnam.
Mahou was founded in Madrid in 1890, which bought San Miguel in 2000 creating the Spanish Mahou San Miguel group, which today is Spain’s leading brewer with successful export markets in European markets such as the UK, Italy, Nordic countries and Germany.
Its portfolio includes Mahou Cinco Estrellas, San Miguel Especial and Alhambra Reserva 1925.