" San Miguel - Pan European Positioning | Haines McGregor

Experiences are the most valuable currency

Setting out on our journey to create a unifying international positioning for San Miguel, our Culture Currents tool revealed that friendships today are fuelled, not by convention, but by what you bring to the group to enrich their shared experience. This rich insight supported by visual guidelines, new packaging and TVC drove double digit growth.

"HMc were pivotal in helping us look across key San Miguel markets in Europe to uncover a genuine consumer insight which lead to a breakthrough positioning"

Jonathan Stordy CEO Mahou San Miguel

Relaunch Success

Post relaunch, the brand expanded its key export markets, reaching two million hectolitres (believe us, that’s a lot of beer) accounting for 15% of the company’s overall beer volume. By 2018 the extraordinary success of the relaunch meant that San Miguel was vying to become the UK’s no.1 beer brand. San Miguel achieved double digit growth and its highest turnover ever. Let’s drink to a sense of adventure!