SPAIN – Madrid based Mahou San Miguel has entered into an agreement with AB InBeV to produce and distribute some of its beers such as Corona, Budweiser and Stella Artois in Spain.
The long term agreement, which according to a FoodBev report will take effect on January 2020, allows Mahou to respond to increasing consumer demands for premium beers. The deal however excludes the Canary Islands.
Mahou San Miguel will produce and market AB InBev brands such as Leffe, Franziskaner, Cubanisto, Pacífico Clara, Negra Modelo, Modelo Especial, Hoegaarden, Jupiler, Corona, Budweiser and Stella Artois.
Peio Arbeloa, managing director of Mahou San Miguel Spain, added: “We are very satisfied with this agreement that, without a doubt, will allow us to provide even more value to our customers and Spanish consumers.
“We will incorporate high-quality and highly demanded global and iconic brands into our offer and we are confident that this collaboration will be very fruitful for both companies.”
“The agreement with Mahou San Miguel in Spain comes at a very relevant moment for our business in the country, which is growing by double digits in the food channel, driven by global brands such as Corona and Budweiser,” said Benoit Bronckart, president of AB InBev South Europe.
“We are excited about the potential of this alliance, which will help us accelerate our performance in hospitality, bringing some of the world’s most beloved brands and exciting experiences to beer fans, customers and distributors.”
The deal further supports Mahou San Miguel’s expansion in various markets. The brewer is already an active player in the artisan segment, both in Spain (La Salve or Nómada) and in the US.
The company recently increased its stake in Michigan-based craft beer maker Founders Brewing to 90%, in a transaction expected to help the company expand its portfolio for a new generation of beer consumers.
To strengthen its market position in the craft beer segment, the brewer has also acquired 70% stake in Spanish brand Brutus craft beer -further supporting its vision and goal of “leading the segment of new generation beers in Spain.
Mahou expects significant growth of the brand in five years, boosting its craft beer portfolio and helped by this investment.