Carlsberg UK unveils San Miguel Fresca

San Miguel Fresca: latest offering from Carlsberg
San Miguel Fresca: latest offering from Carlsberg

Carlsberg UK is rolling out its first brand extension to San Miguel in a bid to compete with summer-time lager brands such as Sol, Corona and Brahma.

The new sub-brand, San Miguel Fresca, is described by Carlsberg as a "refreshing, crisp sunshine lager, best served chilled with a wedge of lime". "Fresca" is a word often used in Spain to describe a thirst-quenching, chilled drink.

Developed as a result of a strategic partnership between Carlsberg UK and Mahou-San Miguel of Spain, the brewers have created a beer they believe will appeal to UK consumers, while retaining the Spanish character of San Miguel.

The UK launch is being supported with a £6m marketing campaign which will include outdoor, press, digital and sampling. Saatchi & Saatchi is creating the ad campaign.

David Scott, director of customer marketing for Carlsberg UK, said: "We're confident that we will attract new consumers to San Miguel Fresca, not only from other beer brands but also from other categories.

He said Carlsberg's own research revealed consumers would be willing to "trade up" to Fresca. According to the research, the beer will attract an upmarket ABC1 consumer profile for occasions such as nights out with friends, watching live music, and al fresco dining or barbecue events.

The product, which has an ABV of 4.4%, will be available to the on and off-trade from next month.

0
SHARES
Comment

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs
Thousands of jobs across advertising, creative, marketing and media

Just published

Feel you're missing out?

GET THE
BRANDREPUBLIC
BULLETINS
Sign up

The Wall Blog

From our partners

3 great ads I had nothing to do with: Brian Cooper

3 great ads I had nothing to do with: Catherine Kehoe

A day in the life of Jozef Wallis

A day in the life of Jozef Wallis

A day in the life of Arthur Kay

A day in the life of Arthur Kay

A day in the life of Daniel Kaplansky

A day in the life of Daniel Kaplansky

Have an exciting Christmas in EC1

Have an exciting Christmas in EC1