San Miguel and Mixmag Unveil the Ultimate Summer Fiesta That Starts in London and Ends in Ibiza

• Fly San Miguel is the only party where you’ll need a valid passport and a weekend bag ready – because you might just end up in Ibiza.

• The party is the ultimate spontaneity test for guests – with a surprise flight from the party to the White Isle.

• Research* reveals the UK population Brits crave more impulsivity (62%) and that half (54%) believe a Spanish-style approach to life would make them happier.

• Curated by Mixmag, partygoers will experience Balearic beats by Eats Everything, Tibasko, Storm Mollison, and Paige Tomlinson - bringing the ultimate summer vibes all evening long.

• Fly San Miguel lands on the evening of 15th May at Number 90, Hackney Wick, London, E9 5LN. Free tickets available here.

May 2025: This May, the world’s number one Spanish beer brand* San Miguel, is teaming up with electronic music industry icon Mixmag to launch Fly San Miguel – a first of its kind fiesta to kick off the summer early, offering an unforgettable night that could start in London and finish in Ibiza…

Inspired by the finding that two-thirds (62%) of the UK population wish they could be more impulsive, San Miguel is giving partygoers the ultimate spontaneity test. Fly San Miguel will see guests soaking up Balearic beats in Hackney Wick – but with an extraordinary twist.

Bring your passport, pack a two-day bag and get ready to say sí – because at any moment, guests, who dare, may be whisked straight from the dancefloor onto a flight bound for Ibiza, the world’s sun-soaked party capital.

The event kicks off San Miguel’s new “Spanish Summer, No Matter Where” campaign, celebrating the laid-back, adventurous spirit of Spain that half of UK consumers (54%) believe would make them happier if they embraced it at home. Research among 2,000 UK adults also revealed that nearly two-thirds (64%) say their best memories were made from last-minute plans — proof that spontaneity really is the secret ingredient to a life well-lived.

Ed Hussey, Senior Brand Manager of San Miguel in the UK, said: “A third of the UK population (33%) would love to live more like the Spanish — embracing spontaneity, sun and connection. Fly San Miguel is our invitation to dare to that: to break free from the everyday, say sí to new adventures, and prove that a Spanish summer feeling can be found anywhere — even on a Thursday night in Hackney Wick.”

Sometimes, all it takes is a little nudge — or a little FOMO. 49% say a friend encouraging them would help them embrace spontaneity, and 42% say the prospect of making life more exciting would push them to step out of their comfort zones.

And for those who don't board the flight? The night will still deliver unforgettable Balearic summer vibes. In partnership with Mixmag, the lineup promises world-class sets from:

• Eats Everything – the Bristol-born, Ibiza staple spinning global beats

• Tibasko – Pete Tong’s Future Stars and rising DJ duo

• Storm Mollison – bringing her eclectic, infectious style

• Paige Tomlinson – Liverpool’s fast-rising underground queen

But the Spanish summer spirit doesn’t end there. With a proud Spanish heritage rooted in adventure and flavour, San Miguel promises a season filled with immersive experiences, exclusive collaborations, and even more chances to escape to Ibiza — with limited-edition packaging rolling out across stores nationwide.

Fly San Miguel takes place at Number 90, Wallis Road, Hackney Wick, London E9 5LN, from 6PM to 11PM on Thursday 15 May. Grab your free ticket now: https://ra.co/events/2152399.

ADDITIONAL STATS

A third of the UK population say that booking a last-minute trip (34%) and spending a day exploring a new area with no set plan (33%) are among the spontaneous activities they would try. A quarter (26%) would also like to try saying yes to a social event with little notice.

But 24% admit to feeling nervous when someone suggests doing something out of the ordinary, which explains why a 33% admit to just 10% of their plans making it out of the group chat.

Spending more time outdoors, especially in the evenings (41%) and taking long, leisurely lunches (33%) are things UK consumers want to incorporate into their summer to make it feel more Spanish.

SPONTANEOUS ACTIVITIES THE UK POPULATION WOULD TRY:

1. Booking a last-minute trip (34%)

2. Spending a day exploring a new area with no set plan (33%)

3. Saying yes to a social event with little notice (26%)

4. Going on an unplanned road trip (26%)

5. Changing my usual routine for a day (21%)

6. Making an impulse purchase for fun (19%)

7. Going out for a meal with no idea where I’ll end up (19%)

8. Taking a day off just to do something spontaneous (18%)

9. Spontaneously visiting a friend or family member (18%)

10. Saying yes to an adventure even if it scares me (17%)

For more on the brand campaign, visit www.sanmiguel.com/uk or follow @sanmiguel_uk on social media.

*Survey by OnePoll, 2000 adults based in the UK, April 2025

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About San Miguel.

Born in 1890, San Miguel is a premium Spanish Lager proudly brewed for those who passionately seek new ideas, new flavours and new experiences to enjoy a richer life. Underpinned by a commitment for premium taste and experience, San Miguel’s quality is globally recognised through more than 77 international awards. Since it was launched in the UK over 30 years ago, San Miguel has become one of the most popular premium world lagers in the country, with a portfolio that includes Especial, 0.0%, and gluten-free options.

About Budweiser Brewing Group.

Budweiser Brewing Group UK&I is the trading name of AB InBev UK Limited, a subsidiary of Anheuser-Busch InBev, a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with secondary listings on Mexico (MEXBOL: ABI) and South Africa (JSE: ANB) stock exchanges and with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). In the UK, Budweiser Brewing Group employs over 1,500 people in our three breweries in Magor, Samlesbury and Enfield, and in our local headquarters in Central London.

As a company, we dream big to create a future with more cheers. We are always looking to serve up new ways to meet life’s moments, move our industry forward and make a meaningful impact in the world. We are committed to building great brands that stand the test of time and to brewing the best beers using the finest natural ingredients. We are proud to offer the UK’s leading premium beer and cider brands, including global brands.

* Globaldata. Total beer and cider category. Trademark brand volume rank. FY 2023 and LE 2024.

Contact: Lucy Piper, lucy.piper@mslgroup.com

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