The price of San Miguel has shot up across the mults since AB InBev subsidiary Budweiser Brewing Group took control of its production and distribution at the start of the year, according to analysis by The Grocer.
Since 1 January, 15 of 24 San Miguel SKUs stocked across the traditional big four and Waitrose have seen an increase in pre-promotional price [Assosia 20 w/e 13 May 2025]. Some SKUs are up by as much as 38% and just one SKU has seen a reduction in price.
Single 660ml bottles of San Miguel – which are a popular format for continental lagers such as Madrí, Birra Moretti and Cruzcampo – have seen the biggest average increase in price, having crept up by an average of 15.5%, or 34p, to £2.55.
In Sainsbury’s, prices have increased twice – from £1.99 to £2.75 – since 1 January. In Morrisons, the same SKU has increased from £2.20 to £2.50. Asda, meanwhile, has switched from 660ml bottle to a 620ml one while reducing the price from £2.05 to £1.94.
Multipacks have also been impacted. Pre-promotional prices of 4x440ml cans of San Miguel have increased by an average of 4.6%, or 26p, to £5.94. In Sainsbury’s, packs have gone from £5.45 to £6, an increase of 10.1%.
Larger formats have seen a more moderate creep, with 10x440ml packs increasing by an average of 10p to £13.20.
“While we do not set retail prices, we are aware of recent increases driven largely by government-imposed duties and new packaging taxes, which have raised production and distribution costs across the industry,” a BBG spokeswoman said.
The price hikes come with off-trade sales of San Miguel having declined since CMBC (now Carlsberg-Britvic) lost the licence to the brand last July. After reaching £272.1m in the year to 21 April 2024, according to data compiled for The Grocer’s Britain’s Biggest Alcohol Brands report last year, they have since fallen 13.3% to £216.3m [NIQ 52 w/e 25 January 2025].
Since taking on production and distribution in January, BBG has sought to play up San Miguel’s Spanish credentials via a multi-channel campaign, which kicked off in April and runs until November.
The ‘Spanish Summer – No Matter, Where’ push includes TV, digital, social, and in-pub activations, as well as prizes and giveaways.
“San Miguel remains a consumer favourite, and we look forward to activating it this year with exciting marketing and trade campaigns,” the BBG spokeswoman added.
Sainsbury’s and Morrisons said prices were impacted by a range of factors. Asda had not responded to requests for comment at the time of pubishing.
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