San Miguel

Enhancing premium positioning

In Autumn 2014 a redesign of San Miguel’s retail 24-bottle box arrived on shelves as the first step in a process of brand development which will see San Miguel enhance its position in the premium lager category.

With its great, full-bodied taste and happy association with holiday drinks on sun-drenched Spanish beaches, San Miguel has built significant brand recognition, customer loyalty and market share in the UK. The task with this redesign was to evolve that perception, and encourage consumers to see it as a year-round quality drink.

It achieves this through a number of subtle visual clues that present San Miguel as a global beer with a Hispanic heritage. Following very positive results from the trade and business, the new design was released six weeks ahead of schedule.