San Miguel relaunches "Spanish Summer, no matter when" campaign and unveils new brand identity ahead of peak season
- Guild Secretary
- 7 hours ago
- 3 min read
London, 30th March 2026 — San Miguel is entering the summer trading period with the relaunch of its "Spanish Summer, No Matter When" campaign and the rollout of a refreshed brand identity across Europe, including its home market, Spain, and the UK.
Timed to coincide with the start of British Summer Time, new research1 commissioned by the brand shows 50% of population in the UK view the clocks going forward as the unofficial start of summer, while 6 in 10 say lighter evenings improve their mood.
The findings highlight the strong link between longer evenings and increased social occasions, with 57% of consumers saying they are more likely to socialise outside the home, including visiting pubs, bars and restaurants.
San Miguel — the UK's best-selling Spanish beer brand in the off-trade2 — is using the moment to relaunch its Spanish Summer platform, designed to capture the energy and spontaneity associated with Spanish lifestyle.
Alongside the campaign, the brand is introducing a new visual identity across Spain and key European markets, including the UK, inspired by San Miguel's warm Spanish heritage while reinforcing its modern premium positioning.
The refreshed design will roll out across the UK range from March, enhancing shelf standout in retail and visibility at the bar as the category moves into peak summer trading.
Consumer research also highlights the seasonal importance of beer occasions, with 1 in 5 (20%) adults associating lager with summer, and 1 in 4 (24%) linking pub garden visits with summer moments.
Ed Hussey, Senior Brand Manager for San Miguel UK, said: "The clocks going forward consistently marks a shift in consumer behaviour. It's the moment when we start making more spontaneous plans, meeting friends after work and returning to outdoor social occasions. For many, it genuinely feels like the unofficial start of summer."
Sunny Mirpuri, Partnerships Director at Budweiser Brewing Group, added: "San Miguel has been part of the UK market for over 30 years and is strongly associated with Spanish sunshine and holiday moments. With the relaunch of Spanish Summer and the introduction of our refreshed packaging, we're reinforcing those cues as we head into the key trading period for the category."
The integrated campaign will run nationwide across TV, out-of-home and social media from March 29th, supported by limited-edition retail packaging and on-trade promotions.
Promotional activity will include a nationwide competition offering consumers the chance to win a trip to Ibiza and other prizes, designed to drive engagement during the summer months.
For more information visit www.sanmiguel.com/uk/ or follow @sanmiguel_uk on social media.
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®.
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Footnotes
1 All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2112 adults. Fieldwork was undertaken between 16th - 17th March 2026. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).
2 NielsenIQ Total Cov MAT February 2026.
For more information:
Georgina Powley, Headland Consultancy