No. 1 world beer San Miguel launches new on-trade programme to help pubs boost pint sales

Number one world beer distributed by Carlsberg Marston’s Brewing Company, San Miguel, is launching a new on-trade programme, including a design refresh across its entire range and new complimentary revamped POS and outdoor portable bars to help support customers as they welcome back anticipating guests.

With parts of the country’s pubs, bars and restaurants being allowed to reopen outdoor spaces safely from April 12th, San Miguel is introducing a brand-new draught fount and tap handle, alongside a new lens and a range of POS including premium branded parasols. In addition, 1.2 million new premium branded chalice glasses with the same iconic shape as the existing glass will be launched to help make that first long-awaited draught pint of San Miguel with friends even more special.

With the UK staycation boom set to continue in 2021, the brewer will be further supporting the San Miguel brand by introducing portable bars for its on-trade customers to use in outdoor areas and terraces to be used by holidaying Brits up and down the country this spring and summer.

Phoebe Small, Brand Marketing Manager for San Miguel, commented: “The past 12 months have been challenging for pubs, so we’re hoping that our on-trade programme with complimentary upgraded POS will help generate much needed business for them in the short and long term. Refreshing the brand across every touchpoint is a huge undertaking and shows our commitment to support our customers.

“Our teams are doing an amazing job getting all of this done in line with restrictions easing, and we are confident that it’ll help underpin the premium nature of San Miguel and cement the brand as the number one world beer. We always strive to push the brand forward and as such, we’ll continue to invest to ensure pubs and bars up and down the country are looking fresh and exciting for their guests.”

The brewer said the move is part of an ongoing programme of premiumisation for the brand, which accounts for one in five world lagers sold in the UK on-trade. The changes will see the San Miguel Especial, 0,0% and Gluten Free all refreshed with the new design and packaging to further elevate the consumer experience.

The value of the design refresh and the revamped touchpoints to the trade forms part of a six-figure investment into the San Miguel brand to ensure that customers are supported as best as possible as they build back their businesses after months of enforced restrictions and closures.

The brand refresh is being supported by heavyweight media across digital, alongside a TV advertising campaign that will span the majority of April and May. Looking ahead to the remainder of 2021, San Miguel plans to leverage its premium brand partnership programme, including Somerset House, Wilderness Festival, Secret Cinema and Classic Ibiza to deliver memorable experiences for UK drinkers this spring and summer.

Media contact

Please address enquiries to:

CMBC Press Office (inhouse)

Email [email protected]