Scottish Courage is spending £4m on an advertising campaign to reposition San Miguel in the UK. The promotion starts this month and includes cinema, poster, press and broadcast sponsorship on Sky.
Paul Stanger, head of customer marketing, said: “Some drinkers associate the brand with the Costas and others with the more stylish emergent destinations of Barcelona and Madrid. We want to position San Miguel in the ‘authentic Spain’.”
A short film to be aired in cinemas was shot in a mountain village to the north of Barcelona. It will be supported by a six-sheet outdoor campaign and press ads featuring the strapline ‘Passion beyond reason’, with images including the bleeding, bandaged feet of a Flamenco dancer.