Mahou San Miguel hopes to double its sales in Continental Europe within five years

Madrid, 15 October 2024.- Mahou San Miguel, a 100% family-owned Spanish company specialised in beverages and services and a leader in the Spanish beer sector, is speeding up its internationalisation with its sights set on Continental Europe, one of the strategic markets for its future growth.

It will accomplish this through a powerful investment plan of around 50 million euros between 2023 and 2027 and with which it hopes to double its sales volume in this market. This plan will make San Miguel, up to now the Spanish brewer’s most-consumed brand worldwide, a global brand at the European level. At the close of the first half of 2024, its most international product recorded a 17% increase in its sales volume in Continental Europe as a whole, as well as the greatest growth in the off-trade channel.

An ambitious roadmap that is allowing it to lead development of the World Premium Lager segment, which is projected to show the greatest growth within the beer category. Currently over 50% of its volume is brewed in countries like Germany, Italy, and France. This will also increase San Miguel’s presence and visibility in other countries outside the UK, where it has been the undisputed leader since it landed in this market as a pioneer over 30 years ago.

“We have a great opportunity with San Miguel in Continental Europe to capitalise on the growth potential of the Premium International category in a golden moment for Spanish beer outside our borders,” states Elena Reviriego, managing director of the Mahou San Miguel International Business Unit. “Tourism is another strategic asset, not only as a source of business but also because it allows us to roll out a unique positioning for the brand that joins its international essence with its local relevance and impact on consumers in different countries, inside and outside of Spain,” she added.

Fourth largest brewer in Europe

Last year’s launch of the first global trans-European San Miguel campaign, continued in 2024, has allowed it to strengthen the position of this brand as the best-selling and most recognised Spanish beer on the continent.

Furthermore, this summer it launched a powerful visibility plan to impact European tourists before, during and after their visits to Spain, with more than 200 million contacts and experiences for consumers in key cities such as Málaga, Valencia, and Barcelona.

Mahou San Miguel is currently the fourth largest brewer in Europe and the leading 100% family-owned beer company, which strengthens its position and solvency in an increasingly globalised market. Its sales outside Spain represent 21% of its total beer business, making it the most international Spanish brewer, with a presence in over 70 countries.