San Miguel unveils new UK experiences

Spanish lager San Miguel will target both the UK on and off-trade this year as it unveils a series of ‘enriching experiences.’

As consumers increasingly value experiences over material possessions, Spanish lager brand San Miguel is set to launch ‘San Miguel La Experienca.’ This on-trade programme rewards UK venues that ‘provide a richer experience for their customers.’ This includes those that provide ‘great food’ and also those with the best outdoor spaces.

Those venues that meet these criteria will gain coverage from local press advertising and social media and those judged to be the best will receive further perks, including a San Miguel branded event and further local publicity.

Meanwhile, in the off-trade, San Miguel will release 200,000 ‘Explorers chalice glasses’ to selected grocery and independent outlets. San Miguel drinkers will also have the chance to win a bespoke experience that reflects ‘their own interests and aspirations.’

These projects will run alongside the global San Miguel Rich List 2017, launched in April. A nine-month consumer campaign, it aims to ‘find 20 life-rich individuals and collectives’ from around the world.

Dharmesh Rana, senior brand manager for San Miguel at Carlsberg UK, said: “We launched this campaign last year and we’re very excited about how it’s evolved for 2017 to include some creative trade-specific activations. It’s inspired by San Miguel’s founding family who were explorers and adventurers, and we want to reward and celebrate those pubs and bars up and down the UK which place a higher value on experience above all else.

“Our chalice glass is a real brand strength, reflected by the fact that so many are ‘borrowed’ from pubs up and down the country. This activity gives shoppers the chance to get their hands on a special edition version that tells our story, and creates an opportunity for them to enjoy our great beer at home in a perfect serve, ensuring drinkers have a great San Miguel experience”.