San Miguel brand extension Fresca launches in the UK

By Emma Eversham

- Last updated on GMT

Related tags: Advertising

San Miguel's brand extension Fresca is now available in the UK
San Miguel's brand extension Fresca is now available in the UK
Carlsberg has launched the first major brand extension to its San Miguel lager in the UK.

San Miguel - Fresca is a golden, 4.4% ABV bottled lager that is designed to be served chilled with a wedge of lime and is expected to appeal to drinkers looking to trade up or to those seeking a refreshing, summery lager.

David Scott, director of customer marketing for Carlsberg UK, said: “There is strong and growing demand by our customers for desirable brands that have broad appeal. We’ve worked hard to develop a crisp and refreshing beer that meets this profile and carries the credibility of San Miguel - a brand which has momentum and is currently performing at 36 per cent in the on-trade.”

Fresca’s UK launch this month is being supported by a £6m marketing campaign to include posters, press and digital activity.

"We are serious about this beer and we are serious about investing in the on-trade with robust and substantial support. We're confident that with a £6m marketing campaign we will attract new consumers to San Miguel Fresca, not only from other beer brands but also from other categories,” said Scott.

The beer, developed by Carlsberg UK and Mahou-San Miguel of Spain, is available in 330ml bottles.

Related topics: New Products, Alcohol

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