We Lose That ‘Summer Feeling’ in 48 Hours – and San Miguel’s ‘Holiday Mirror’ Brings It Back
- Guild Secretary
- 3 minutes ago
- 4 min read
• New research reveals nearly three in five Brits (59%) feel like the “best version” of themselves on Summer holiday, yet almost half (45%) admit this holiday feeling disappears within just 48 hours of returning home.
• From 2nd to 4th June, San Miguel is launching an immersive experience in Canary Wharf helping commuters to reconnect with their freer, more adventurous version.
• Those interacting with the Holiday Mirror and embracing their “Summer holiday mode” will receive an after-work San Miguel pint at Pergola on the Wharf, helping them enjoy the feeling of Spanish Summer, no matter when.
• The brand will then take the experience across England via social channels from 5th to 21st June, giving away thousands of free San Miguel beers to help keeping the spirit of Spanish summer alive.
London, UK: Brits may spend months looking forward to a summer holiday — but the feeling doesn’t last long once they return home. After seeing a glimpse of summer during May’s heatwave, San Miguel is inviting people to hold onto that feeling with the launch of an interactive public experience in London’s Canary Wharf. Alongside this, a free beer giveaway will encourage Brits across England to tap into their care-free, out-of-office energy.
New research, commissioned by the Spanish beer brand San Miguel, reveals nearly half of Brits (45%) say their “holiday self” disappears within just 48 hours of returning home, despite three in five (59%) saying they feel like the best version of themselves while away. The feeling is even stronger amongst Londoners (66%).
The study found holidays unlock a more carefree, adventurous side of people, with almost half of Brits (47%) saying they become more spontaneous when abroad, while more than a quarter (28%) admit they are more likely to talk to strangers.
Now, San Miguel is bringing this longed-for “holiday feeling” into the middle of the working week with the launch of its new interactive “Holiday Mirror” experience in Canary Wharf.
Running from 2nd to 4th June at Reuters Plaza, the installation transforms commuters into more carefree holiday versions of themselves in the middle of the working week, encouraging Londoners to reconnect with the mindset of spontaneity and freedom often left behind after time away.
While the research also reveals that one in four (26%) regains the holiday feeling by enjoying a beer in a pub garden, participants who embrace their “holiday self” in the activation will take away the ultimate souvenir - a San Miguel ‘boarding pass,’ redeemable for a complimentary ice-cold San Miguel pint at Pergola on the Wharf.
The experience is part of San Miguel’s wider Spanish Summer, No Matter When campaign, which positions spontaneity and openness as key to unlocking life’s richest moments, encouraging people to bring the vibrant spirit of a Spanish summer into everyday life. It is inspired by the insight* that the nation is craving moments of escapism in daily routines, with nearly two thirds (62%) wishing they could feel more carefree and expressive in everyday life. As the number one Spanish beer in UK retail**, San Miguel aims to show that the holiday feeling isn’t defined by weather, destination, or a boarding pass – it’s a mindset of spontaneity and letting go.
Ed Hussey, Senior Brand Manager at San Miguel, said: “People often return from summer holidays feeling like they’ve left the best version of themselves behind. The recent heatwave gave us a small glimpse of what that feels like.
“Our research shows holiday gives people permission to be more spontaneous, sociable and carefree — and we wanted to explore how people can hold onto that feeling for longer, even once they’re back home and back to routine.
“The Holiday Mirror is designed to remind people that a Spanish summer isn’t just about sunshine abroad — it’s about mindset, spontaneity and making the most of everyday moments.”
To extend the campaign and kickstart the Spanish Summer feeling earlier, San Miguel will also give away thousands of free beers across England from 5th to 21st June. Consumers can redeem a free 620ml bottle of San Miguel in Tesco and Sainsbury’s stores nationwide, subject to availability, by visiting @sanmiguel_uk on Instagram, engaging with the brand’s “Go Holiday Mode” post and sharing their own “summer holiday self” moment to receive a 100% cashback link.
Whether it’s enjoying a beer in the sunshine, saying yes to spontaneous plans or simply escaping routine for a moment, San Miguel is encouraging Brits to reconnect with their holiday self this summer.
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®.
Notes to Editor:
*Survey by OnePoll, 2000 adults based in the UK, April 2025
**NielsenIQ Total Cov MAT February 2026
Further research available on request
Images:
https://fromsmash.com/2-IW7bNHyd-bt
For more information:
Anna Tyther, Junior Associate, Weber Shandwick
135 Bishopsgate, London, EC2M 3AN
Anna.Tyther@webershandwick.com