Spain’s leading brewer Mahou San Miguel has announced its intention to double sales in Continental Europe by 2025, as reported by Just Drinks. The Spanish brewing company, known for brands like Mahou, San Miguel and Alhambra, reported a strong growth in the region for the first half of 2024 and aims to capitalize on this momentum through increased market penetration and brand visibility.
Mediterranean-inspired beers, such as Italian lagers like Peroni Nastro Azzurro (inside.beer, 2.6.2024), Heineken’s Italian brand Moretti, and the Spanish-influenced Madrí Excepcional (inside.beer, 5.6.2024) have recently achieved significant international success.
“We have a great opportunity with San Miguel in continental Europe to capitalize on the growth potential of the international premium category at a sweet moment for Spanish beer outside our borders,” said Elena Reviriego, general manager of Mahou San Miguel’s international business unit.
To support its ambitious goal, Mahou San Miguel is preparing a significant EUR 50m (USD 54.5 m) investment plan. This financial injection will focus on expanding production capabilities, enhancing marketing efforts, and strengthening distribution networks across the region.
The investment is expected to boost Mahou San Miguel’s growth in key European markets, especially by expanding San Miguel´s footprint beyond the UK, where sales volumes have already increased by 17% in the first half of the year.
