SMB, Spanish affiliate forge deal to fortify San Miguel brand worldwide

San Miguel Brewery Inc (SMB) has forged a partnership with Spain's leading brewer to strengthen the global footprint of the San Miguel brand.

In a statement, SMB said San Miguel Brewing International Ltd signed a cooperation agreement with Mahou San Miguel (MSM) to jointly explore new markets and expand the reach of San Miguel.

Outside of the core and original Philippine market, the combined international sales of the two brewers make San Miguel one of the top 10 international premium beer brands. It is being enjoyed in 60 countries across five continents.

“MSM and SMB share a long and storied history. Leveraging on the strength and depth of our category as well as presence in our respective markets can do a lot for ramping up San Miguel as a global flagship brand,” said San Miguel Corp (SMC) president and chief operating officer Ramon S. Ang, who also chairs SMB.

In 1953, San Miguel Philippines granted to San Miguel Spain the branding rights for Europe and Mediterranean Africa, paving the way for the establishment of a new Spanish brewing affiliate in 1957. Since then, the two companies have -- independently although also in parallel -- developed a positioning for San Miguel as a pioneering and international brand.

"This alliance is much more than a business partnership," said MSM chairman Javier Lopez del Hierro.

"It has been an emotional journey to the origins of San Miguel, and is a unique opportunity to release the brand´s enormous potential, promoting a common positioning across the globe. An initiative which will help transform our international business, for which the San Miguel Brand already represents 90% of our sales outside of Spain," he added.

- Interaksyon