San Miguel has relaunched its ‘Spanish Summer, No Matter When’ campaign and introduced a refreshed brand identity across Europe as it gears up for the key summer trading period.

The beer brand is rolling out the updated look across Spain and major European markets, including the UK, with the redesign set to appear across its UK range from March. The move is intended to boost visibility both on shelf and at the bar ahead of the warmer months.

The relaunch has been timed to coincide with the start of British Summer Time, with new consumer research commissioned by the brand pointing to a clear link between lighter evenings and increased socialising. According to the study, half of UK consumers see the clocks going forward as the unofficial start of summer, while six in 10 say longer evenings improve their mood.

The research also suggests the seasonal shift could provide a lift for hospitality and drinks occasions, with 57 per cent saying they are more likely to socialise outside the home, including trips to pubs, bars and restaurants. One in five adults said they associate lager with summer, while 24 per cent linked pub garden visits with the season.

San Miguel, which claims to be the UK’s best-selling Spanish beer brand in the off-trade, said the latest phase of its Spanish Summer platform is designed to tap into those social and seasonal behaviours.

Ed Hussey, senior brand manager for San Miguel UK, said the start of British Summer Time consistently changed consumer behaviour, prompting more spontaneous plans and more after-work social occasions.

Sunny Mirpuri, partnerships director at Budweiser Brewing Group, added that San Miguel’s longstanding association with Spanish sunshine and holiday moments made the summer period particularly important for the brand, with the refreshed packaging helping reinforce those cues.

The integrated campaign launched on 29 March and will run across TV, out-of-home and social media. It will also be backed by limited-edition retail packs and on-trade promotional activity, including a nationwide competition offering consumers the chance to win a trip to Ibiza.

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