FDBusiness.com

San Miguel has announced the launch of its first major brand extension in the UK with San Miguel Fresca, a new lagert developed as a result of a strategic partnership between brewers Carlsberg UK and Mahou-San Miguel of Spain. The 4.4% ABV 330ml premium bottled beer will be available to the on-trade in February 2012 from Carlsberg UK. In the UK, the brand sits alongside San Miguel, Tuborg, Staropramen and Mahou in Carlsberg UK’s growing portfolio.

The UK launch is being supported with a £6 million marketing campaign which will include outdoor posters, press advertising, digital activity and sampling.

“There is strong and growing demand by our customers for desirable brands that have broad appeal. We’ve worked hard to develop a crisp and refreshing beer that meets this profile and carries the credibility of San Miguel,” comments David Scott, director of customer marketing for Carlsberg UK. ”We’re confident that with a £6 million marketing campaign we will attract new consumers to San Miguel Fresca, not only from other beer brands but also from other categories. Our research shows that consumers would trade up to Fresca which is good news for the brand, good news for the pub and good news for the beer category.”

Carlsberg UK’s research also shows that the beer will attract an up-market ABC1 consumer profile on key on-trade occasions such as nights out with friends, watching live music, and al fresco dining or barbecue events.