San Miguel Beers Now in 660ml Bottles

The introduction of San Miguel’s 660ml bottle is part of £12m support planned for brand over 2008 to maintain its leading position in the speciality lager category and drive future growth in the market.

04/06/08 The new San Miguel 660ml bottle, which replaces the 1 litre bottle, is now being distributed across all off-trade channels nationwide.

The introduction of San Miguel’s 660ml bottle is part of £12m support planned for brand over 2008 to maintain its leading position in the speciality lager category and drive future growth in the market.

Other activity includes the continuation of the Three Ships advertising campaign and the brand’s inclusion in the ‘Chill Out’ promotion, set to hit the off-trade across all channels nationwide in June.

S&N UK’s customer marketing manager for San Miguel in the off-trade, Mike Phillips, said: “San Miguel is enjoying a healthy position in the speciality lager category and our investment in the brand in 2008 will enable it to maintain and develop its strong position.

“All the activity planned for San Miguel, including the development of the new 660ml bottle, supports the outcome of major research conducted by S&N UK, which has enabled us to recognise how our products can meet current trends, occasions and the needs of consumers today.

“This work led to the development of a category vision for the off-trade, which has the potential to grow the long alcoholic drinks category by a further £300m over the next five years.”