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£7m boost for San Miguel

Carlsberg UK will invest £7 million in a major marketing drive for San Miguel, after buying the UK rights to the brand at the end of 2008. 

This month sees the launch of a “heavyweight” TV campaign, supported by further advertising through outdoor posters, cinemas and regional print. Commuters will also be offered samples at the UK’s major train stations.

New off-trade packaging will convey a more premium image, which is intended to emphasise the brand’s Spanish heritage.

David Scott, customer marketing director for Carlsberg UK, said: “As the UK’s leading world beer brand, we believe that San Miguel has the potential to be a massive seller for our off-trade customers and want to do everything we can to support them in helping them to sell more.”

Gabriel Savage, 21.04.09

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