The problem: The overnight success of brands like BrewDog and the long-term growth of brands such as Estrella started to threaten San Miguel’s consistent sales growth.
The solution: The idea was to make San Miguel synonymous with experiences in order to reconnect with younger drinkers who may have been enticed by hipster beers. The brand created a ‘San Miguel New Rich List’ with the Guardian, celebrating people who are rich in experiences, stories and adventure – as an alternative to The Sunday Times’ Rich List, which is based on material wealth.
Some interesting key findings:
- 1 in 2 readers said that the content improved their opinion of San Miguel and 61% saw it as a fresh approach for the brand
- Readers were 4 times more likely to choose San Miguel first when looking to buy lager