The new identity responds to the current size of the company and its growth expectations inside and outside our borders
The strategy of the brand focused on its internationalisation, innovation, diversification and sustainable development
Madrid, July 1st, 2013. - Mahou San Miguel, 100% Spanish owned company and leader in the Spanish beer market in Spain, has undertaken a strategic and visual revitalisation of their corporate brand addressing the changes in size and current strength of the company. The new image intends to convey the reality of this growing business, which has become one of the best ambassadors of our country to the world through its intense international activity, while also opting for diversification to meet the needs and tastes of increasingly more consumers.
The new corporate identity will help strengthen the company's international momentum, it is currently present in more than 50 countries and produces 75% of the Spanish beer that is exported, and will serve as an umbrella for its entire range of products as, in addition to beer, it commercialises water, soft drinks, coffee, cider and sweeteners.
The new brand positioning revolves around four attributes: development, strength, transparency and knowledge, values that have always characterised Mahou San Miguel but which are now more strategic than ever.
"With this change, we want to consolidate and modernise Mahou San Miguel's image both here and outside our borders. We are prepared to be a reference in the beverage industry with a new identity that supports innovation and the diversification of our trademarks and which allows for flexibility in our future growth", states Alberto Rodríguez-Toquero, Director General of Mahou San Miguel.
This change occurs in the context of renewals taking place in the Managing Bodies of the company, indicating a new commitment to shareholders with sustainable growth and long term business development.
The Mahou "M": a new international reference icon
The design of the new brand developed by the consultancy Interbrand has been geared by a corporate approach. Realism and the characteristic strength of Mahou San Miguel are present in the new visual identity through clarity, typographical strength, and the combination of the colours, red, black and white that make up the image giving it its own unique personality.
"We believe the Mahou "M" is the best symbol to consolidate and strengthen our corporate brand and that it will become a new international reference icon that brings together several of the company's trademarks." Alberto Rodríguez-Toquero affirms.
Various points of contact at Mahou San Miguel have adapted to the new image to convey a coherent and integrated identity. The corporate website (www.mahou-sanmiguel.com) has been developed using a responsive design, allowing for an optimal appearance of the site on any of the wide range of mobile devices that exist on the market.
Mahou San Miguel
The acquisition of San Miguel in 2000 by Mahou, the centenary company, establishes the first 100% Spanish capital brewing company. It is the national industry leader and number one in exports as it produces more than 75% of Spanish beer that is commercialised outside our borders. It is currently present in 50 countries and has over 2,500 employees. In 2004, it incorporated the Canary Island brand Reina and in 2007 Cervezas Alhambra. In addition, it has diversified with the purchase in 2011 of Solán de Cabras and the commercialisation of DE. Master Blenders coffees, teas and sweeteners in the hospitality industry since 2010. In 2012 it made an important move in its internationalisation strategy when it acquired 50% of the Indian company Arian Breweries & Distilleries Ltd and launched San Miguel Fresca in the UK. In Spain, it has seven brewing centres and two mineral water springs, together with packaging centres.