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The Spanish brewer will be responsible for marketing the Danish brand from 1 July, and will make the beer at its brewery in the Canaries
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With this agreement Mahou San Miguel strengthens its position in the islands, along with the product portfolio it offers its on-trade and off-trade clients
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The settlement extends the successful collaboration that the two companies have had in place for more than twenty years across the rest of Spain
Canary Islands, 2 July 2018. - Mahou San Miguel and Carlsberg Group have signed an agreement whereby the Spanish company, which leads the brewing sector in the country, will begin from 1 July to distribute the Danish brand in the Canary Islands. This thus serves to extend the partnership they have had in place for two decades elsewhere in Spain.
Carlsberg, currently the second-biggest selling beer in the Islands in the International Premium category, will be brewed at the Mahou San Miguel production center in the Canaries, and will strengthen the portfolio that the company offers its clients in both the on-trade and off-trade channels.
"We are convinced that this settlement will allow us to strengthen our position in the Canaries, and offer even greater value to our clients and consumers. The presence of Carlsberg serves to extend the portfolio of beverages that we offer in the islands with a brand of supreme quality that is also very demanded among the tourists who visit us every year," asserts Sebastián Pulido, Managing Director of the Canary Islands Business Unit at Mahou San Miguel.
Mimi Tran, Country Manager Spain at the Carlsberg Group, declares that "we are highly satisfied with this agreement, which will guarantee us one single distribution strategy for the whole of Spain, courtesy of a leading group with which we have enjoyed a highly satisfactory collaboration for many years. The Canary Islands are a key market for us, and we believe that Mahou San Miguel is the best partner we could have to continue promoting our brand in the islands".
Mahou San Miguel underpins position in Canaries
This marks a further step by Mahou San Miguel towards its goal of becoming a flagship company in the Canary Islands, where it has its own brewery with a production capacity of 225,000 hectolitres per year, employing more than 40 people. The company is also leading the development of the beer category in this market with a number of launches in the Premium segment, such as Maestra de Mahou, Alhambra Roja, Mahou Barrica and Mahou 0,0 Tostada, and has achieved highly positive results in the rating given to its brands by consumers.
It also recently acquired a majority stake in the Canary Islands company Aguas del Valle de la Orotava, owner of the Fonteide brand and a natural mineral water spring in Tenerife.