CLIENT: MAHOU SAN MIGUEL
Mahou San Miguel global leadership team were to develop a common international positioning for San Miguel… no mean feat for a brand with a presence in over 70 countries and even more of a challenge in a category where local brand dominates most markets.
Although overall beer volumes in the UK have been flat since 2012, San Miguel has seen double digit growth over the past three years (from 2013- 2016). Last year, Brits spent £470m on San Miguel, drinking 180 million pints in the process according to Nielsen’s Total Trade Report. San Miguel increased its earnings by 3.7% in 2016, achieving a level of 1.2205 billion euros, the highest turnover in its history. Source San Miguel website, 2017.
Haines McGregor were extremely helpful in helping us look across key San Miguel markets in Europe to uncover a genuine consumer insight which led to a breakthrough positioning
Jonathan Stordy, International Managing Director, Mahou San Miguel
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