Carlsberg UK unveils San Miguel Fresca

San Miguel Fresca: latest offering from Carlsberg
San Miguel Fresca: latest offering from Carlsberg

Carlsberg UK is rolling out its first brand extension to San Miguel in a bid to compete with summer-time lager brands such as Sol, Corona and Brahma.

The new sub-brand, San Miguel Fresca, is described by Carlsberg as a "refreshing, crisp sunshine lager, best served chilled with a wedge of lime". "Fresca" is a word often used in Spain to describe a thirst-quenching, chilled drink.

Developed as a result of a strategic partnership between Carlsberg UK and Mahou-San Miguel of Spain, the brewers have created a beer they believe will appeal to UK consumers, while retaining the Spanish character of San Miguel.

The UK launch is being supported with a £6m marketing campaign which will include outdoor, press, digital and sampling. Saatchi & Saatchi is creating the ad campaign.

David Scott, director of customer marketing for Carlsberg UK, said: "We're confident that we will attract new consumers to San Miguel Fresca, not only from other beer brands but also from other categories.

He said Carlsberg's own research revealed consumers would be willing to "trade up" to Fresca. According to the research, the beer will attract an upmarket ABC1 consumer profile for occasions such as nights out with friends, watching live music, and al fresco dining or barbecue events.

The product, which has an ABV of 4.4%, will be available to the on and off-trade from next month.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Virgin, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands