Spain: Mahou San Miguel expands marketing agreement with AB InBev

The Mahou San Miguel brewery has extended the marketing agreement in Spain with the Belgian multinational AB InBev, one year after the start of the collaboration between the two companies. Therefore, starting from 1 March, the Spanish brewery will distribute the German brands Beck's, Spaten and Löwenbräu in the peninsula and the Balearic Islands, including them in its broad product portfolio, EFA News reported on January 26.

"Despite the situation we have experienced due to the pandemic, this first year of collaboration with AB InBev has been very fruitful,” says Peio Arbeloa, general manager of the Mahou San Miguel Business Unit Spain. "The incorporation of its reference brands has made a valuable contribution to our national business which, without doubt, is strengthened thanks to the extension of our agreement,” adds the manager.

Specifically, Mahou San Miguel will offer its customers a total of 10 references from Beck's, Spaten and Löwenbräu, which it will distribute in the hospitality channel, both bottled and in cask, and in the Food channel. With this new agreement, both companies confirm their intention to continue promoting the premium beer category in Spain, as well as to respond to the growing demand for international beers from consumers.

26 January, 2021