The campaign includes TV ads described as “heavyweight” from May 9, supported by posters, regional print and cinema ads.
There will also be sampling at major train stations across the UK to encourage trial.
There will be new off-trade packaging for the brand, across cans, bottles and point-of-sale, inspired by the brand’s look in continental Europe.
David Scott, customer marketing director for Carlsberg UK, said: “As the UK’s leading world beer brand, we believe San Miguel has the potential to be a massive seller for our off-trade customers and want to do everything we can to support them?.
“By introducing more premium, European-influenced packaging we feel that drinking a San Miguel will become a quality experience.
“Our ATL campaign encourages consumers to make the most of their time with a San Miguel, and the new labelling and POS really reinforces this.”