7m support for San Miguel

20 April, 2009

Carlsberg UK is spending £7 million on a marketing campaign for San Miguel, the lager brand it took over the UK rights to from Scottish & Newcastle late last year.

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 is also new off-trade packaging for the brand, across cans, bottles and point-of-sale, inspire 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 that 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 in helping them to sell more.

“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.”

Bookmark this

Site Search


English wine: a happy harvest for Christmas

All across England and Wales, vineyards are being harvested. Down winding country lanes come armies of welly-wearing conscripts wielding secateurs and buckets, ready to reap the rewards of our vines. Happily they come, their cheeks ruddy with pride. Half an hour later they’re crawling over muddy clods with lacerated hands, drenched in claggy juice and cold sweat, as if ploughing through an endurance race.

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know