San Miguel – the world’s No.1 Spanish beer* and the UK’s favourite lager** – proudly unveils its first major campaign under Budweiser Brewing Group, following the exciting takeover earlier this year. This bold new chapter captures the soul of Spain in every sip: golden afternoons, spontaneous adventures, and the vibrant joy of Spanish Summer – all year round.
Research shows that 91% of consumers*** believe enjoyment makes life worth living, yet so many of us feel stuck in the same, old routine. While everyday life can feel predictable, many turn to Spain as it’s the #1 destination for British people****. This is where San Miguel steps in, tapping into the nation’s deep love for Spanish lifestyle and providing the true spirit of adventure and passion for life.
Spanish Summer, No Matter When, Where, or How” isn’t just a campaign – it’s a call to live boldly. Rooted in San Miguel’s rich legacy of adventure, this new creative platform urges people to embrace the unexpected and savour every moment like a golden hour in Balearic Islands. No passport? No problem. From rooftop sunsets to rainy-day fiestas, San Miguel brings the true spirit of Spanish summer to life. This is more than a celebration of heritage, it’s the start of a vibrant new chapter. A bold invitation to say yes to freedom, flavour, and the thrill of the moment, no matter the season, place or means.
Following “Here’s to the seekers” launched in 2023, the new AD takes viewers through the vibrant streets of the UK, where friends embody the “seeker” attitude of the Spanish summer holiday. This fresh creative platform is more than just an advertising campaign – it’s a call to action and a mindset shift, inspiring consumers to embrace spontaneity and create their own opportunities to enrich their lives.
The national campaign will be brought to life through a dynamic multi-channel approach, spanning TV, digital, social media, experiential activations and topped off with a strong trade presence. Expect immersive experiences, exclusive collaborations, and exciting opportunities to engage with the brand like never before.
As part of this bold new chapter, San Miguel is launching limited-edition packaging across retail, plus offering win mechanics in pubs nationwide. With one prize offering 40 lucky winners to experience a unique trip to Ibiza on September 29th 2025 to celebrate San Miguel’s Day.
Brian Perkins, President Western Europe, AB InBev said: “We are proud to bring the unmistakable spirit of Spanish summer to consumers across the UK at an unprecedented scale.
From eye-catching TV and digital media to impactful retail presence and vibrant pub activations, we’re making sure that no matter where consumers are, they feel inspired to embrace spontaneity and adventure. With nationwide reach and exciting partnerships, we’re turning every moment into an opportunity to celebrate summer the true San Miguel way.”
