Grupo Mahou San Miguel advertising & marketing assignments

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Selected Mahou San Miguel advertising

Grupo Mahou San Miguel is Spain's biggest brewer. Still privately owned by members of the Mahou family who first founded the brewery in 1890, its main brands are Mahou and San Miguel, which it acquired in 2000. Other brands include Reina from the Canary Islands and Alhambra. It also distributes mineral water brand Solan de Cabras under license and has the local license for imported beers Carlsberg, Kronenbourg and Grimbergen. Mahou Cinco Estrellas is the country's top-selling beer overall, supported by more than 15 different brand variants, including Mahou Sin non-alcoholic beer and premium Mahou Barrica Bourbon aged in American oak barrels. San Miguel is the group's most widely distributed international brand. Ironically, it's actually produced by MSM under perpetual license from San Miguel of the Philippines, whence it originates, and only arrived in Spain for the first time in 1957. The group claimed a 34% leading share of the local beer market in 2017 to Heineken's 29% and 27% for Damm. In 2019, it produced almost 15m hl of beer and another 5m hl of mineral water. Revenues topped €1.4bn for the first time. MSM exports to around 70 countries worldwide, but has only a limited direct presence of its own outside Spain. It has minority stakes in US craft brewers Founders and Avery, and it controls its own brewery in India. Jose Antonio Mahou Herraiz, a 7th generation family member, is group chairman. Alberto Rodriguez-Toquero is CEO. As a proudly Spanish-owned business, MSM invests heavily in the local economy, sponsoring numerous cultural and gastronomic events as well as no fewer than 13 First Division football clubs as well as grass-roots events.

Capsule checked 1st December 2020

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