San Miguel Brewing International., the international arm of San Miguel Brewery, the largest brewer in the Philippines and Southeast Asia, and Mahou San Miguel, Spain’s leading brewer, have signed a co-operation agreement to promote their international business and jointly position San Miguel as an iconic brand worldwide.
Through this alliance, the two brewers, linked by their shared history, define a framework for collaboration that will allow them to reach more consumers and markets with the San Miguel brand. The combined international sales of the two companies outside of the core and original Philippine market, today make San Miguel one of the top 10 global premium beer brands.
“MSM and SMB share a long and storied history. Leveraging on the strength and depth of our category as well as presence in our respective markets can do a lot for ramping up San Miguel as a global flagship Brand,” says Ramón S Ang, SMC President and Chief Operating Officer and Chairman of SMB.
In 1953, San Miguel Philippines granted branding rights for Europe and Mediterranean Africa to San Miguel Spain, giving rise to a new Spanish brewing affiliate in 1957. Since then the two companies have, independently although also in parallel, developed a positioning for San Miguel as a pioneering and international brand.
“This alliance is much more than a business partnership,” remarks Javier López del Hierro, Chairman of Mahou San Miguel. “It has been an emotional journey to the origins of San Miguel, and is a unique opportunity to release the brand´s enormous potential, promoting a common positioning across the globe. An initiative which will help transform our international business, for which the San Miguel Brand already represents 90% of our sales outside of Spain,” he adds.
Thanks to this collaboration, the two companies will once again be joining forces to explore new markets with common interests, jointly promoting the brand with a range of options which will help extend the footprint of San Miguel around the globe, as a genuinely international beer which today is already enjoyed in 60 countries on all five continents.
