San Miguel Corporation advertising & marketing assignments

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Selected San Miguel advertising

San Miguel has comparatively few rivals as the world's most valuable Filipino brand. San Miguel Corporation produces one of the top three beer brands in Asia, as well as the world's single biggest-selling gin by volume. (In Europe, San Miguel beer is produced under license by a separate company, Grupo Mahou San Miguel). In the 2000s, SMC forged a partnership with Japanese brewer Kirin, which acquired a 48% stake in the San Miguel brewery, making the business effectively a joint venture between the two companies. Over the next few years, parent company San Miguel Corporation moved aggressively into areas. Oil refiner and retailer Petron is now the group's single biggest business and it has interests in infrastructure, public utilities and packaging. As a result, alcohol contributes only a comparatively small share of group revenues but the brewery business wholly dominates the Filippino market with over 90% share through San Miguel itself, Red Horse and Cerveza Negra. Combined volumes were 302m cases in 2019. Sister company Ginebra San Miguel is the leader in the Philippine distilled spirits market. Its namesake brand is the world's biggest selling gin by both volumes - 28m cases in 2019 - and retail value. Sales of just over $1.0bn puts Ginebra San Miguel among the world's top 30 spirits, ahead of premium rivals Bombay and Gordon's. San Miguel Foods is one of the country's biggest food producers, with brands including Purefoods hotdogs, Magnolia chicken or Monterey ready-to-eat meat dishes The company was originally founded in Manila in 1890 as La Fabrica de Cerveza de San Miguel, under royal grant from the King of Spain to be the first brewery not just in the Philippines but in all of South East Asia. A century later it was acquired by local businessman Eduardo Cojuangco, providing the corporate platform for a string of additional enterprises which made Cojuangco one of the Philippines' richest tycoons. He remained executive chairman until his death in 2020. Ramon S Ang (or "RSA") is president. Group revenues were around $21bn in 2019. Beer and foods each contributed roughly $3bn and spirits $600m.

Capsule checked 4th December 2020

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