San Miguel has revealed its summer promotional activity, tailored specifically for the off-trade.

The premium Spanish lager is set to release 200,000 special edition Explorers chalice glasses across selected grocery and independent off-trade outlets. Alongside this, shoppers will have the chance to win their own bespoke experience.

The activity will run in conjunction with a nine-month consumer campaign, which seeks to find 20 life-rich individuals and collectives from across the globe to appear in the San Miguel Rich list 2017, published by the Evening Standard in the autumn this year.

The multi-channel campaign launched in April this year with a series of cinema, print and digital communications running through to December and is also supported by a celebrity endorsement.

Dharmesh Rana, senior brand manager for San Miguel at Carlsberg UK, said: “We lauched this campaign last year and we are very excited about how it has evolved for 2017 to include some creative trade-specific activations. Our chalice glass is a real brands strength, reflected by the fact that so many are ‘borrowed’ from pubs up and down the country. This activity gives shoppers the chance to get their hands on a special edition version that tells out story, and creates an opportunity for them to enjoy our great beer at home, ensuring drinkers have a great San Miguel beer experience.”

Further activity will see San Miguel as headline sponsor for a series of experiential Picturehouse pop-up cinema events including outdoor film screenings at 13 locations across the UK, from June to September.