It wants to contribute in this way to reducing the impact the COVID-19 crisis is having on bars and restaurants and help make their reopening less costly
This extraordinary beer donation will represent estimated sales of over one million euros for Portuguese on-trade establishments
The Spanish brewer, which has been present in Portugal for over 25 years with its Mahou, San Miguel and Alhambra brands, will help over 1,500 on-trade businesses all over the country with this measure
Portugal, 12 May 2020. Mahou San Miguel, a Spanish brewer that has been present in Portugal for over a quarter century, has kicked off a Global Plan to support the Portuguese on-trade sector. The plan includes, among other measures, the delivery to its customers of over 130,000 litres of beer, which is equivalent to 650,000 imperiales/finos (pints). Its goal is to help the establishments to reactive their businesses once the mandatory shutdown due to the current pandemic is over, minimising the costs of their reopening, which is expected in coming days.
Thus, the measure includes replacement of the kegs that were open and installed at taps but left unfinished during the confinement period, and the additional delivery of another keg of any of the beer ranges sold in Portugal: Mahou, San Miguel or Alhambra. This extraordinary beer donation will represent estimated sales of over one million euros for Portuguese on-trade establishments.
This initiative, the details of which can be consulted on the platform manifesto.ahoramasquenunca.beer, comes in addition to others that Mahou San Miguel has already launched on a personalised basis with its customers to help them financially to get through this difficult situation. It also joins actions like the provision of visibility materials for the point of sale oriented to their reopening with maximum health and safety guarantees, furniture for terraces and advising on matters related to COVID through personalised informational ‘pills’ with its network of distributors.
“Despite the fact that our Company is being strongly impacted by the current health emergency, we want our Portuguese customers to feel that we are close by. Now more than ever, we are going to support them in every way that we can and, therefore, we have decided to redirect our resources to this plan, putting aside other planned projects, to contribute to speeding up the recovery of the on-trade sector and helping, with these measures, to reactive their businesses”, says Elena Reviriego, Director of International Sales at Mahou San Miguel.
Mahou San Miguel brands are present at more than 1,500 Portuguese on-trade points of sale. Additionally, the brewer is working with more than 45 local distribution companies in order to cover the entire country.