Malaga’s original beer since 1928, Victoria Málaga, is experiencing huge success with UK consumers this summer, catalyzed by a viral post on X (formerly known as Twitter). The post from beer enthusiast and pub reviewer, Jimmy McIntosh, positioned the popular Andalucian beer as the beer of the summer, sparking a craze for the traditional Spanish tipple. The post received 240,000 views and even landed on social site LadBible.
This viral sensation follows two consecutive summers in which Spanish beer brands have increasingly captured the UK public’s imagination. Growing in the UK, Victoria Malaga is now available in more pubs, restaurants, and retail outlets. Since the start of 2024, Victoria Malaga has seen a high double digit growth in both on and off trade channels.
Following the viral X post, retail sales have also experienced expediential growth with the beer brand now listed in a number of retailers across the nation with expanding sales on the horizon. The Spanish beer is doing particularly well in the North of the UK with growing sales coming from the North West, including Liverpool and Manchester.
Commenting on the recent viral success Mattias Tataje, Marketing Brand Manager at Victoria Malaga added: “With over 3 million Brits a year visiting La Costa del Sol, Victoria Malaga is a beer associated with a taste of holiday and the rich culture found in Southern Spain. It is clear Brits love seeing a heritage brand they recognise from holidays at their favourite local back home in the UK. We are loving the viral success we have received in the last few weeks. Thanks to this, we are expanding capacity across UK venues to bring a taste of Malaga to the UK.”
The beer offers a balanced and refreshing taste thanks to its mild bitterness and the rice that is used in the brewing process as well as at least a 12-day maturation process that balances and deepens the flavour. It also has dense aromas of toasted cereals and is golden in colour with an abundance of fine bubbles.
Bursting with a rich and diverse history, Malaga has long been one of Brits’ favourite holiday destinations, serving as a gateway to the picturesque Andalucia region. Victoria Malaga has been the original beer of Malaga serving locals and holiday makers alike since 1928. 2024 now sees the heritage beer take the UK by storm.
ENDS
Notes to editor:
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Victoria Malaga is a recognisable and iconic Spanish brand with deep roots in Andalusian culture. Founded in Malaga in 1928, the beer quickly became popular in the local region, celebrated for its high-quality brewing and distinct, refreshing taste. Following a tourist boom in the late 1950s, Victoria Malaga updated its logo depicting a friendly German tourist enjoying a refreshing sip whilst on holiday. The logo, and the impact of the tourist industry, catapulted the beer to success with locals and tourists alike.
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If you require any samples or high res images, please email Tilly.Davis@havas.com
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