UK – Spanish beer giant Mahou San Miguel is set to invest €50 million US$54.4 million) as part of a strategic plan to double its sales volume across continental Europe by 2027.  

The initiative, which began in 2023, aims to strengthen the company’s presence in international markets, particularly with its flagship brand, San Miguel. 

The investment plan will focus on expanding San Miguel’s footprint beyond the UK, where the brand has already seen significant growth.  

During the first half of 2024, San Miguel’s sales volume increased by 17 percent, further encouraging the company to bolster its marketing efforts across Europe. 

In a statement, Mahou San Miguel emphasized that a pan-European marketing push launched last year has already strengthened San Miguel’s standing as the best-selling and most recognized Spanish beer on the continent.  

The company’s General Manager for its international business unit, Elena Reviriego, highlighted the brand’s strong growth potential in the premium category, noting that Spanish beer is currently enjoying a “sweet moment” in international markets. 

Reviriego also pointed to the importance of tourism in driving Mahou San Miguel’s expansion, describing it as both a business opportunity and a means of enhancing the brand’s international appeal. 

Mahou San Miguel, the fourth-largest beer producer in Europe, boasts an extensive portfolio that includes popular Spanish beers like Mahou Cinco Estrellas, San Miguel Especial, and Alhambra Reserva 1925.  

The company has a global presence in over 70 countries, with international sales accounting for 21 percent of its total beer business. 

In July, Mahou San Miguel signed a deal with the Budweiser Brewing Group UK&I for the distribution of its beer in the UK starting January 1, 2025. 

In 2023, Mahou San Miguel saw a 10 percent increase in turnover, reaching a record €1.92 billion (US$2.1B), with net profits growing by 6.1 percent to €108.3 million (US$116.5M). The company sold 21 million hectoliters of beer in the year. 

Sign up to receive our email newsletters with the latest news updates and insights from Africa and the World HERE