- The world’s No.1 Spanish beer*, now proudly distributed in the UK by Budweiser Brewing Group, launches a bold and vibrant new campaign
- Tapping into the UK’s deep love affair with Spain – their N°1 summer getaway – the campaign evokes that spontaneous holiday spirit, no matter the season
- Running from April to November, “Spanish Summer – No Matter When, Where or How” spans TV, outdoor, digital, and trade activations, celebrating San Miguel’s adventurous soul and rich Spanish heritage with unmistakable flair
April 2025: San Miguel – the world’s No.1 Spanish beer* and the UK’s favourite lager** – proudly unveils its first major campaign under Budweiser Brewing Group, following the exciting takeover earlier this year. This bold new chapter captures the soul of Spain in every sip: golden afternoons, spontaneous adventures, and the vibrant joy of Spanish Summer – all year round.
Research shows that 91% of consumers*** believe enjoyment makes life worth living, yet so many of us feel stuck in the same, old routine. While everyday life can feel predictable, many turn to Spain as it’s the #1 destination for British people****. This is where San Miguel steps in, tapping into the nation’s deep love for Spanish lifestyle and providing the true spirit of adventure and passion for life.
Spanish Summer, No Matter When, Where, or How” isn’t just a campaign – it’s a call to live boldly. Rooted in San Miguel’s rich legacy of adventure, this new creative platform urges people to embrace the unexpected and savour every moment like a golden hour in Balearic Islands. No passport? No problem. From rooftop sunsets to rainy-day fiestas, San Miguel brings the true spirit of Spanish summer to life. This is more than a celebration of heritage, it’s the start of a vibrant new chapter. A bold invitation to say yes to freedom, flavour, and the thrill of the moment, no matter the season, place or means.
Following “Here’s to the seekers” launched in 2023, the new AD takes viewers through the vibrant streets of the UK, where friends embody the “seeker” attitude of the Spanish summer holiday. This fresh creative platform is more than just an advertising campaign – it’s a call to action and a mindset shift, inspiring consumers to embrace spontaneity and create their own opportunities to enrich their lives.
The national campaign will be brought to life through a dynamic multi-channel approach, spanning TV, digital, social media, experiential activations and topped off with a strong trade presence. Expect immersive experiences, exclusive collaborations, and exciting opportunities to engage with the brand like never before.
As part of this bold new chapter, San Miguel is launching limited-edition packaging across retail, plus offering win mechanics in pubs nationwide. With one prize offering 40 lucky winners to experience a unique trip to Ibiza on September 29th 2025 to celebrate San Miguel’s Day.
Brian Perkins, President Western Europe, AB InBev said: “We are proud to bring the unmistakable spirit of Spanish summer to consumers across the UK at an unprecedented scale.
From eye-catching TV and digital media to impactful retail presence and vibrant pub activations, we’re making sure that no matter where consumers are, they feel inspired to embrace spontaneity and adventure. With nationwide reach and exciting partnerships, we’re turning every moment into an opportunity to celebrate summer the true San Miguel way.”
For more information, visit https://www.sanmiguel.com/uk/ or follow them on social media @sanmiguel_uk to stay updated on upcoming activations, experiences, and ways to enjoy Spanish summer, no matter where.
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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 Budweiser®, Corona® and Stella Artois®; international brands Bud Light®, and Hoegaarden®; and local champions Bass® and Boddingtons®.
* Globaldata. Total beer and cider category. Trademark brand volume rank. FY 2023 and LE 2024.
**https://yougov.co.uk/ratings/consumer/popularity/beer-cider/all as voted by millennials
***McCann Convey Survey/Toluna 2022
**** https://www.statista.com/statistics/578815/most-visited-countries-united-kingdom-uk-residents/
Contact: Lucy Piper, lucy.piper@mslgroup.com
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