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.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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