FDBusiness.com

Carlsberg UK Launches San Miguel Brand Extension

 Breaking News
  • Irish Distillers to Invest €150 Million in Sites in Cork and Dublin Irish Distillers has announced investment of over €150 million in its sites in Cork and Dublin to meet demand for its products as the Irish whiskey renaissance continues apace. This is accelerated by the continued growth of the company’s flagship Jameson brand, which is now in double or triple-digit growth in more than 80 markets [...]...
  • Kepak Sweeps Up Seven Awards at Blas na hEireann Irish meat processor Kepak Group has picked up seven awards at this year’s prestigious Blas na hEireann Irish Food Awards, including a Gold award for its newly launched Centra Irish Angus Sirloin Steaks with Pink Peppercorn Butter. As one of Europe’s leading food innovators, Kepak was up against the top Irish producers in a range of distinct [...]...
  • Chr. Hansen Acquires Dairy Ingredient Supplier Through the acquisition of Austrian-based ingredient supplier Österreichische Laberzeugung Hundsbichler, Chr. Hansen will further expand its enzyme production and presence into the traditional segments of specialty cheeses. Hundsbichler products are widely recognized for high quality, and this acquisition will enable Chr. Hansen to offer cheesemakers a second-to-none product portfolio in the animal rennet space. The acquisition [...]...
  • Croxsons Pulls Out All the Stops For HMS Spirits Company Leading glass packaging company, Croxsons, recently came to the aid of start-up artisan gin distiller, the HMS Spirits Company, to fulfil an urgent packaging requirement. The distiller had found itself without a closure for its latest release, Mary Rose Gin, a small batch London Dry Gin produced to celebrate Henry VIII’s famous warship. The distiller, who [...]...
  • Mains Overtaking Bottled Water Coolers in West Europe 102,500 more water coolers were installed across West Europe in 2017, marking a 3.4% increase and taking the total to 3.1 million, according to a new report from the sector’s leading specialist consultancy Zenith Global. The number of mains water, point of use coolers rose by 6.2% to reach 46.9% of the total, up from [...]...

Carlsberg UK Launches San Miguel Brand Extension

February 01
15:05 2012

San Miguel has announced the launch of its first major brand extension in the UK with San Miguel Fresca, a new lagert developed as a result of a strategic partnership between brewers Carlsberg UK and Mahou-San Miguel of Spain. The 4.4% ABV 330ml premium bottled beer will be available to the on-trade in February 2012 from Carlsberg UK. In the UK, the brand sits alongside San Miguel, Tuborg, Staropramen and Mahou in Carlsberg UK’s growing portfolio.

The UK launch is being supported with a £6 million marketing campaign which will include outdoor posters, press advertising, digital activity and sampling.

“There is strong and growing demand by our customers for desirable brands that have broad appeal. We’ve worked hard to develop a crisp and refreshing beer that meets this profile and carries the credibility of San Miguel,” comments David Scott, director of customer marketing for Carlsberg UK. ”We’re confident that with a £6 million marketing campaign we will attract new consumers to San Miguel Fresca, not only from other beer brands but also from other categories. Our research shows that consumers would trade up to Fresca which is good news for the brand, good news for the pub and good news for the beer category.”

Carlsberg UK’s research also shows that the beer will attract an up-market ABC1 consumer profile on key on-trade occasions such as nights out with friends, watching live music, and al fresco dining or barbecue events.

About Author

mike

mike

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • October 18, 2018Future Food-Tech London - Marketing Partnership
  • October 21, 2018Int'l Food Products Exhibition (Sial)
  • October 25, 2018Italian Espresso Coffee Show (TriestEspresso Expo)
  • October 25, 2018Finnish Food Fair
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements