San Miguel is giving consumers the chance to win a bespoke experience this summer.
Recognising that people today want choice, the winner will work with an events company to create a unique experience that taps into their own interests and aspirations.
The premium Spanish lager, which recently broke the one million hectolitre sales milestone in the UK, is also this month releasing 200,000 special edition ‘Explorers’ chalice glasses across selected grocery and independent off-trade outlets.
The activity runs in conjunction with a nine-month consumer campaign which seeks to find 20 life-rich individuals and collectives from across the globe to appear in the San Miguel Rich List 2017.
The multi-channel campaign launched in April this year with a series of cinema, print and digital communications running through to December.
Dharmesh Rana, Senior Brand Manager for San Miguel at Carlsberg UK, said: “We launched this campaign last year and we’re very excited about how it’s evolved for 2017 to include some creative trade-specific activations. Our chalice glass is a real brand strength, reflected by the fact that so many are ‘borrowed’ from pubs up and down the country. This activity gives shoppers the chance to get their hands on a special edition version that tells our story, and creates an opportunity for them to enjoy our great beer at home, ensuring drinkers have a great San Miguel beer experience.”
Further activity will see San Miguel as headline sponsor for a series of pop-up cinema events including outdoor film screenings at 13 locations across the UK, from June to September.
