What started as a night out in Hackney turned into a spontaneous Spanish escape as Fly San Miguel guests jetted off to Ibiza.
- Over 500 Brits embraced their most spontaneous side at Fly San Miguel – the surprise-filled summer fiesta where guests were told to bring a passport and have a weekend bag – as they might just end up in Ibiza
- A recent study revealed 62% of Brits crave more impulsive moments, with over half (54%) believing a Spanish lifestyle would make them happier
- Curated by Mixmag, the party featured Eats Everything, Tibasko, Storm Mollison, and Paige Tomlinson delivering Balearic beats to East London
- Earlier that day, San Miguel surprised travellers at Stansted Airport, offering returning holidaymakers a second chance to say “sí” to summer
London, May 2025: On 15 May, San Miguel proved that Spanish summer isn’t just a place – it’s a mindset. The world’s No. 1 Spanish beer brand* teamed up with Mixmag to throw the UK’s most daring event of the year: Fly San Miguel, the first party where showing up with a valid passport could land you on a flight to Ibiza.
Held at Number 90 in Hackney Wick, guests stepped into a sun-drenched atmosphere of Balearic beats, ice-cold cervezas, and Spanish-style spontaneity. But halfway through the night, the fiesta reached cruising altitude: select partygoers were pulled from the crowd and offered a once-in-a-lifetime opportunity – to fly to Ibiza straight from the party. No planning. No excuses. Just a bold “sí”.
“It was pure magic. One moment we were dancing by the canal – the next, I was packing for Ibiza,” said one of the lucky guests.
Headliner Eats Everything brought the night to cruising altitude in London, alongside high-energy sets from Paige Tomlinson, Storm Mollison and Tibasko – with the party atmosphere fully transporting every guest from Hackney to the White Isle, no boarding pass required.
An antidote to the British routine?
San Miguel’s event was more than a party – it was a cultural statement. A recent survey commissioned by the brand revealed that:
- 62% of Brits wish they were more impulsive in their everyday life
- 64% say their best memories came from last-minute plans
- And 54% believe they’d be happier living with a Spanish-style mindset – spontaneous, joyful, unstructured
Ed Hussey, Senior Brand Manager, San Miguel UK, said: “Fly San Miguel was created to challenge routine and inspire people to live a little more adventurously. It’s proof that you don’t need to be in Spain to have a Spanish summer – you just need to say yes to the unexpected.”
From Stansted arrivals back to Ibiza: summer never stops taking off
Earlier that day, San Miguel also surprised passengers at Stansted Airport, greeting returning holidaymakers at baggage reclaim with an irresistible offer: keep the holiday going and “Fly San Miguel” – no ticket needed.
From baggage carousel to backstage, the message was clear: their Spanish summer could be extended, all they had to do was say “sí”.
What’s next?
San Miguel’s Spanish summer is just beginning. 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 to help Brits bring spontaneity into their everyday lives.
For more on the brand campaign, visit www.sanmiguel.com/uk or follow @sanmiguel_uk on social media.
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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.
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Contact: Lucy Piper, lucy.piper@mslgroup.com
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