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9th June 2015



San Miguel TVC 1

Carlsberg UK’s premium world beer, San Miguel has announced the launch of its new advertising campaign, built on the brand’s new positioning: ‘and the best is yet to come’, as part of a £7m marketing spend this year.

The new advert, which will appear on TV, video-on-demand and in cinema throughout the summer, provides consumers with an insight into San Miguel’s rich history. The advert takes viewers on a journey through the brand’s incredible 125 year story, from its Spanish beginnings in 1890 – to becoming a brand loved worldwide today.

David Scott, Director of Brands and Insight at Carlsberg UK, comments: “The advert brings the brand’s 125 year heritage to life in a way that engages existing drinkers as well as those new to San Miguel.

“The World Beer category is growing rapidly as consumers search for more premium offerings when they visit a pub, bar or restaurant, and San Miguel has continued to outperform the market with 14% year-on-year volume growth¹.”

San Miguel’s TV advertising will appear in prime slots, alongside shows such as Game of Thrones, Homeland and Champions League football. While in cinemas, the advert will feature alongside this year’s most highly anticipated film, James Bond: Spectre, due for release in October.

To coincide with the new campaign, San Miguel has refreshed its premium chalice glass to represent the adventurous and optimistic spirit of the brand.


¹Nielson, May 2015.


Notes to editors:

The new advert can be found at:


For any media enquiries and information requests including interviews, features, events and photography, please contact:


Lauren Gleecher             Fleet Street Communications        T: 020 3567 5805                       E:
Tess Pennington             Fleet Street Communications        T: 020 3567 5806                       E:


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About Carlsberg UK

Our aim is to be the best beer and beverage business in the UK.  We employ 1,800 people and boast household name brands including Carlsberg, Carlsberg Export, San Miguel, Mahou, Staropramen and Somersby Cider.  We offer world and craft beers through our Crafted range, local and regional ales through Tapster’s Choice, and hundreds of wines and spirits through our Crown Cellars portfolio. We’re the only national brewer with its own dedicated distribution network and each of our UK depots is Cask Marque accredited.  Importantly, we are engaged with society, which means we embrace our responsibilities and always strive to do the right thing.Visit for more, or follow our story on Twitter: @CarlsbergUKCorp.


Maisie Johnson |  Junior Account Executive

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