Spanish lager brand San Miguel is to undertake its first UK television campaign as part of a £9m investment in the brand.
The advertising begins this month at Viva, the Spanish and Latin American film festival, before airing on national TV.
The ‘Dancer’ execution, which continues the brand’s ‘Passion Beyond reason’ advertising concept, opens at a flamenco competition.
Despite competition from the rich elite drinking Champagne in the VIP area, it becomes apparent that a stunning gypsy girl is the most accomplished dancer. After finishing her performance, she takes a bottle of Champagne to pour over her aching feet before quenching her thirst with a bottle of San Miguel.
Andrew Jack, brand manager for San Miguel at Scottish & Newcastle UK, said: “The total trade growth of San Miguel last year was 23% and the new national TV campaign will expose a much larger audience than ever before to the brand.”
Scottish & Newcastle UK is showcasing two variants of its Kronenbourg brand - Cold Premiere and Blanc - on national TV this month. The ads will feature in conjunction with the Kronenbourg 1664 ‘Composer’ execution.

Diageo GB has launched fruit-based Quinns into the off-trade to create an RTD sector it calls “fruit ferment”. Aimed at 25 to 30-year-olds, the 4% abv drink comes in three flavours and is supported by a £8.5m marketing campaign. Each 250ml bottle contains exactly one unit of alcohol.

Global brewer SABMiller is to invest $50m over the next 18 months in a global brand campaign for its Peroni Nastro Azzurro brand, based on an adaptation of Fellini’s 1960 film La Dolce Vita.

A limited edition whisky is to join The Balvenie Single Malts. The 40% abv Balvenie New Wood 17-Year-Old is a single batch.

two for tv
diageo gets fruity
life at peroni
new for spring
FOUR FROM FULLER’S Fuller’s has launched its latest Spring Beer Festival four-pack. It is on sale in Sainsbury and Waitrose from mid-March.