San Miguel launches Fresca in UK

San Miguel has announced the launch of its first major brand extension in the UK – San Miguel Fresca.

Described as “a refreshing, crisp sunshine lager, best served chilled with a wedge of lime”, the product has been developed as a result of a partnership between Carlsberg UK and Mahou-San Miguel of Spain.

“Fresca” is a word often used in Spain to describe a thirst-quenching, chilled drink.

A statement said: “Fresca is brewed using the finest hops and barley, delivering a well-balanced, refreshing, golden lager, invigorating the UK beer sector for 2012 and set to attract new consumers to the lager category.”

The 4.4% abv 330ml premium bottled beer will be available to the on-trade in February 2012 from Carlsberg UK.

The brand sits alongside San Miguel, Tuborg, Staropramen and Mahou in Carlsberg UK’s growing portfolio.

The launch is being supported with a £6 million marketing campaign which will include outdoor posters, press advertising, digital activity and sampling, all of which will be announced later this year.

David Scott, director of customer marketing for Carlsberg UK, said: “There is strong and growing demand by our customers for desirable brands that have broad appeal.

“We’ve worked hard to develop a crisp and refreshing beer that meets this profile and carries the credibility of San Miguel – a brand which has momentum and is currently performing at +36% in the on-trade.

“We are serious about this beer and we are serious about investing in the on-trade with robust and substantial support.

“We’re confident that with a £6m marketing campaign we will attract new consumers to San Miguel Fresca, not only from other beer brands but also from other categories.

“Our research shows that consumers would trade up to Fresca which is good news for the brand, good news for the pub and good news for the beer category.”

Carlsberg UK’s research also shows that the beer will attract an upmarket ABC1 consumer profile on key on-trade occasions such as nights out with friends, watching live music, and al fresco dining or barbecue events.

Scott added: “With much-needed investment in the on-trade, there is no better time to stock Fresca, which not only provides attractive margins for our customers, but will also be benefiting from a significant marketing communications campaign.

“The partnership between Carlsberg UK and Mahou-San Miguel is a great example of the power of collaboration, creating a beer with a strong appeal to the UK market from two of the world’s best known breweries.”