Global results
- Record revenues of €1.22bn in 2016, up +3,6% from a year ago
- +3.9% sales growth globally, reaching 16 million HL – confirming Mahou San Miguel’s strong position
UK results
- UK confirmed as the leading export market with a +9% total volume sales increase
- San Miguel, the UK’s number one Spanish beer brand reached historic sales of 1 million HL
Madrid, 26 April 2017: Mahou San Miguel, the 100% family-owned Spanish brewer, and the industry leader in Spain, confirms its strong position as it announces the best-ever full-year results in the company’s history.
Mahou San Miguel’s turnover increased by +3.6% in 2016 to €1.22 billion, the highest figure ever reached. It has also seen significant rise in its operating profits which stood at €264.9m, +2% from 2015, while volume sales grew by +3.9% to 16 million hectolitres, of which 13.5% correspond to beer and 2.5% to water and soft drinks.
Mahou San Miguel continued to establish a strong position in export markets where sales, outside Spain, reached two million hectolitres, accounting for 15% of the company’s overall volume of beer. It is Spain’s most international beverages company, with a presence in over 70 countries and it produces more than 70% of the Spanish beer consumed worldwide.
The UK remains Mahou San Miguel’s key export market, with more than 1,000,000 hectolitres sold in 2016 – a +9% rise from the previous year.
In 2016, Mahou San Miguel increased its global investments to €77.7m. These focused on the introduction of technological improvements to incorporate sustainability in its facilities, the development of new products and processes, the launch of global initiatives to contribute to promote beer culture, as well as customer support.
The company also focused on employment in 2016, recruiting 218 professionals and increasing its international team by +32%. Today, the company has a workforce of 3,000 employees across eight production centres – seven in Spain and one in India – three water springs with their corresponding packaging plants, two corporate offices and more than 15 commercial delegations. Since 2007, Mahou San Miguel’s increased its global workforce by 50%.
Building strength in the UK
Mahou San Miguel has been operating in the UK for over 25 years and has secured a strong position in the market, tripling its volume sales in the past decade.
With four key brands available in the UK – San Miguel, Mahou, Alhambra and Solán de Cabras – the company has developed a strong distribution network of more than 25,000 taps in the on-trade and a 98% availability in the off-trade. Its brands are present in the UK’s key cities such as London, Manchester, Glasgow, Edinburgh and Liverpool.
The portfolio is well positioned in the growing UK premium beer sector, which is the largest and best performing market in Europe. Though the overall beer volume sales are decreasing, the market is driven by value from both world lagers and craft beers.
San Miguel, distributed under licence by Carlsberg in the United Kingdom, is the number one Spanish beer in the UK and the most widely distributed draught world beer in the on-trade. In the last year, the brand surpassed the milestone of 1 million hectolitres sold. This can be attributed to the success of its 2015 relaunch which built strong loyalty from UK beer drinkers.
Brands with a targeted investment and a premium positioning are also gaining shares in the category. In fact, Mahou is one of the UK TOP 50 lager brands that saw the highest on-trade increase in 2016. This follows the introduction of the global “Maestría” (Mastery) Mahou programme which focuses on the brand’s Madrilenian roots to provide the best draught beer experience. The campaign drove value to both consumers and on-trade customers through a unique draught beer pouring training.
Super-premium, on-trade beer Alhambra Reserva 1925 has consolidated itself as a value-generating brand thanks to its selective distribution strategy. Solán de Cabras has also established a strong presence in the off-trade with distribution in national retail outlets, such as Marks & Spencer.
Erik d’Auchamp, International Managing Director of Mahou San Miguel, comments: “2016 has been an exceptional year for Mahou San Miguel, reinforcing our leading position in both the UK and globally. We are proud of these record-breaking results which are a direct response of the strength of our local strategy. We have the momentum to continue delivering sustainable and qualitative growth and are looking to do this specifically in the on-trade. We will continue to grow San Miguel as one of the top global premium beer brands and build Mahou and Alhambra as premium offerings. We will also develop exciting campaigns to strengthen our connections with UK beer drinkers.”
ENDS
For further information please contact
Alexandra Gerolami, MC Group
Email: mahousanmiguel@mcgroup.com
Tel: +44 77 5836 4491