Premium Spanish beer brand San Miguel will launch Somerset House Terrace bar and experience on the 29^th March, providing world beer drinkers with the chance to experience a great range of San Miguel variants, tapas-style food and live music, at one of the capital’s most scenic terrace bars.

The Somerset House Terrace will also become the exclusive UK home of the San Miguel Tap Station. The unique innovation will serve five blended speciality beers, only available at Somerset House, and inspired by the brand’s journey around the world. The Tap Station beers have varying degrees of hops, malts and ABV, and tasting notes inspired by cities, from the floral hops of Hong Kong, to hints of coffee and caramel notes of Munich.

Dharmesh Rana, Director of Marketing for World Beer at Carlsberg UK, commented: “The terrace has been infused with San Miguel’s authentic Spanish origins and we’re confident it will be one of London’s most sought-after drinking locations this summer. By day, our guests will experience a warm and relaxed atmosphere, inspired by the Mediterranean way of life. As the sun sets offering breath-taking views over the Thames and London’s skyline, and the terrace is transformed into the city’s trendiest night-time venue, guests can sit back to enjoy an ice-cold San Miguel and delectable dishes with friends, all whilst surrounded by chillout white isle Balearic beats.

Somerset House perfectly embodies culture and passion, two values that San Miguel holds close to its heart. We see the partnership as a perfect fit, as Somerset House provides rich experiences to their audience, which is a quality reflected in our brand and accumulated through its journey, since its first brew in Manila in 1890. The Somerset House Terrace with San Miguel is not just a destination, it will become London’s most sought-after terrace bar. We look forward to a summer of shared moments with our beer at the heart of the experience.”

Not only will the Somerset House Terrace Bar be the destination for socialising this summer but San Miguel will also be the official beer partner of Somerset House, this includes being available at both the Summer Series with American Express and Film4 Summer Screen.

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Premium Spanish lager San Miguel has launched two new promotions, one targeting the on-trade and the other consumers under the ‘San Miguel La Experienca’ campaign banner.

The activity has been developed to celebrate consumers embracing experiences in the on-trade and to recognise the venues that deliver on this.

The brand will initially try to identify venues that offer great food and also venues with the best outdoor spaces, amongst other factors. Successful venues will be supported with local press advertising and social media encouraging consumers to visit these venues.

In addition, a select number will be given the ‘San Miguel La Experiencia’ treatment, which will include a bespoke San Miguel branded event and widespread local publicity to drive footfall to the venues.

In the off-trade, San Miguel will also release 200,000 special edition Explorers chalice glasses across selected grocery and independent off-trade outlets this month.

Alongside the special edition chalice glass, packaging will offer shoppers the chance to win their own bespoke experience. San Miguel says that in recognition of the fact that today’s consumers want choice, the winner will work with an events company to create a unique experience that taps into their own interests and aspirations.

The multi-channel campaign launched in April this year with cinema, print and digital support which lasts through to December. There will also be a celebrity endorsement.

Dharmesh Rana, senior brand manager for San Miguel at Carlsberg UK, said: “We’ve evolved the campaign for 2017, so that it supports on-trade operators who focus on creating fantastic experiences for their guests and shoppers. It’s inspired by San Miguel’s founding family who were explorers and adventurers, and we want to reward and celebrate those pubs and bars up and down the UK which place a higher value on experience above all else.”

Rana added: “Our chalice glass is a real brand strength, reflected by the fact that so many are ‘borrowed’ from pubs up and down the country. This activity gives shoppers the chance to get their hands on a special edition version that tells our story, and creates an opportunity for them to enjoy our great beer at home in a perfect serve, ensuring drinkers have a great San Miguel experience.”

The on- and off-trade activity will run in conjunction with a nine-month consumer campaign which seeks to find 20 ‘life-rich’ individuals and collectives from across the globe to appear in the San Miguel Rich list 2017, published in the national media in the autumn this year.

‘The San Miguel Rich List’ first appeared in 2016. Consumers are invited to nominate people (either individuals or collectives) who they believe are explorers or trailblazers in some way and who have rejected the pursuit of wealth and status in a search for other kinds of value: people, in other words, who are rich in experience.

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