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San Miguel gets a multi-million pound investment from CMBC

Carlsberg Marston’s Brewing Company (CMBC) has made a multi-million-pound investment into its Spanish lager brand San Miguel this summer.

The investment includes television advertising which features San Miguel in a series of scenic coastal locations in Andalucía and the Canary Islands and upholds themes of friendship, making memories and the Spanish spirit of adventure.

The adverts will then be screened across British TV channels including Sky, ITV and Channel 4 and will also be supported by outdoor advertising in London, Manchester, Birmingham, Leeds, Liverpool, Cardiff and Brighton as well as being broadcast via video-on-demand, YouTube, Facebook and Instagram.

Speaking about the investment, CMBC director of marketing for world beer Dharmesh Rana pointed out that the spend is ultimately to tie in with what the company knows Brits love — experiences and Spanish holidays.

She explained: “We know our audience value experiences more than ever, with 59% of UK adults stating they enjoy escaping reality in their leisure time. The Spanish way of life; living with passion and spontaneity resonates with consumers and Spain was voted the most popular holiday destination in 2022.”

The new advertising is set to be screened just as CMBC also launches its on-pack competition it is calling ‘Casa San Miguel in Ibiza’ which gives 24 people the chance to win a trip to Casa San Miguel Ibiza this summer, each with a plus one. Consumers nationwide just need to purchase any San Miguel Especial or San Miguel 0,0 pack from participating stores across the UK. Each week until Sunday 2 July, new winners for the trip will be revealed.

CMBC has been busy elevating San Miguel’s image amidst the extra investment into advertising and marketing and some of its further tie-ups have involved positioning the brand in more stylish, kudos-driven and iconic lifestyle locations.

For instance, further premium partnerships CMBC has lined up for San Miguel this summer include the brand’s sponsorship of the Somerset House Terrace Bar, Classic Ibiza, and Secret Cinema, showing that the brand is upgrading its image to reach a more premium audience who is likely to appear at more see-and-be-seen venues where style and good times are the order of the day.

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