San Miguel, will unveil a series of enriching experiences to the on and off-trade in 2017, designed to tap into the increasing consumer demand for experiences over material possessions.
The premium Spanish lager, which recently became one of a handful of beer brands in the UK to break the 1 million hectolitre sales milestone, will this month launch ‘San Miguel La Experienca’, a trade programme to reward on-trade venues across the UK that provide a richer experience for their customers.
The activity has been developed to celebrate consumers embracing experiences in the on-trade and to recognise venues that deliver on this. The brand will initially search to identify venues that offer great food and also venues with the best outdoor spaces amongst other factors.
Successful venues will be supported with local press advertising and social media encouraging consumers to visit these venues. In addition, a select number will be given the ‘San Miguel La Experiencia’ treatment, which will include a bespoke San Miguel branded event and widespread local publicity to drive footfall to the venues.
In the off-trade, San Miguel will also release 200,000 special edition Explorers chalice glasses across selected grocery and independent off-trade outlets this month.
Alongside the special edition chalice glass, shoppers will have the chance to win their own bespoke experience. Recognising that today’s consumers want choice, the winner will work with an events company to create a unique experience that taps into their own interests and aspirations.
The trade 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 in the national media in the autumn this year.
— San Miguel (@SanMiguel_UK) May 12, 2017
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 launched this campaign last year and we’re very excited about how it’s evolved for 2017 to include some creative trade-specific activations. It’s inspired by San Miguel’s founding family who were explorers and adventurers, and we want to reward and celebrate those pubs and bars up and down the UK which place a higher value on experience above all else. Our chalice glass is a real brand 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 our story, and creates an opportunity for them to enjoy our great beer at home in a perfect serve, ensuring drinkers have a great San Miguel experience.”
Source: Carlsberg UK