SAN MIGUEL AND THE RISE OF THE SPANISH EXPORT
THE UK HAS something of a love affair with Spanish beer . Whether it serve as a reminder of holidays in the Med or simply something different to the standard lager offerings - a premium treat - the likes of San Miguel are booming in this market .
Brewed by family-owned Mahou San Miguel , last year alone saw UK sales volumes of its four key brands jump by 9 %, passing the one million hectolitre mark for the first time . While Mahou and Alhambra are perhaps less well known versus its illustrious counterpart , they contribute to an ever-popular export portfolio being sold across the world . Solán de Cabras , the company ’ s luxury water brand , has also performed strongly . In all , two million hectolitres were exported in 2016 , accounting for 15 % of Mahou San Miguel ’ s € 1.22bn turnover .
Charged with the enviable task of selling San Miguel abroad is International Managing Director , Erik d ’ Auchamp .
A Danish brewing industry veteran of more than 16 years , d ’ Auchamp started out at Carlsberg before coming into contact with Mahou San Miguel in the early 2000s when the
two began doing business together . Five or so years later , in 2006 , he moved to Spain from the USA and has been at Mahou ever since , meeting his wife and starting a family .
“ Apart from the fact it is a fun part of the job , I have travelled for most of my life ,” d ’ Auchamp says . “ I still get a rush when I step up on a plane . Beer is a social engagement for so many people – ‘ let ’ s go for a beer ’ is something which is recognised in many languages , and Carlsberg was a good opportunity to travel the world working in a category that was a lot of fun .”
Premium partnerships D ’ Auchamp puts Mahou ’ s record year down to a number of factors , including the UK ’ s identification with San Miguel ’ s brand authenticity and general palate that embraces different kinds of taste . He speaks most at length about the impact of partnerships , pointing to valuable cooperation with former employer Carlsberg which helps distribute San Miguel and Mahou , while London brewer Fullers works closely with Alhambra .
Outside of the UK , since late 2014 Mahou San Miguel has held
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