SAN MIGUEL AND THE RISE OF THE SPANISH EXPORT

feel comfortable in . Yes , there is tough competition , but this only makes us stronger and more competitive .”

The rapid rise of the smaller craft brewer is another trend taking the beer world by storm , but is this a threat to the larger brewers ? “ We haven ’ t felt that at all ,” d ’ Auchamp answers . “ It is presenting tremendous opportunities which we have proven by meeting the fantastic team at Founders . It is inspiring innovation .”

Further afield Such innovation and maturation of the beer market is opening up opportunities for Mahou San Miguel not only in Europe , but in the likes of the US and India as well . D ’ Auchamp observes how people are talking about beer in a different way than just a few years ago , especially in the UK , and this shift in consumer attitude is opening doors .

In the US , beer drinkers are taking to the Spanish taste of Mahou , which d ’ Auchamp says hasn ’ t required adaptation to suit American taste buds . “ We sell in the US as we would in Spain ,” he adds . “ What we have adapted is pack sizes as there is a tendency to buy 12-packs in the

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