San Miguel Partners with Hearst UK to Communicate Its Life Rich Philosophy

Premium beer brand San Miguel has today announced a six-month partnership with one of the UK’s biggest publishing houses Hearst UK. The bespoke collaboration will see a unique editorial content series in support of San Miguel’s Rich List campaign.

San Miguel has announced the partnership following a recording breaking May, which saw consumers drink over 23 million pints to deliver the biggest month ever on record for the brand in the UK. The new partnership is looking to push further growth, helping San Miguel to feature in four editions of ELLE and Esquire, reaching 1,215,724 consumers. 

The collaboration builds on from the success of last years Esquire Townhouse; with San Miguel as the exclusive beer partner for the three-day event at Carlton House Terrace. This year the beer brand will partner with the world’s biggest fashion media brand ELLE and Britain’s most stylish men’s magazine Esquire, to curate bespoke advertorial content celebrating San Miguel’s alternative rich list and life rich ethos. The brand continues to grow its range with the introduction to the portfolio of super premium beer Selecta, for those everyday moments of indulgence, currently exclusive to Waitrose and San Miguel Gluten Free, with unique gluten free inspired recipes created by ambassador and cordon bleu trained chef Tess Ward.

The tailored content offering will include debut editorial columns, an editorial first for ELLE and Esquire, each focussing on the unique ways readers can lead a richer life, through to the stories of San Miguel’s Life Rich individuals. Complementing the wider campaign, ELLE and Esquire’s November issues will include the ESI media 2018 San Miguel Rich List supplement and drive the ELLE, Esquire and Men’s Health digital audiences through to the Rich List Independent content hub. 

San Miguel will additionally support Hearst as the exclusive beer partner for the ELLE Weekender, a new interactive three-day immersive consumer event that will encompass fashion, beauty and wellness taking place in November at the Saatchi Gallery, London. 

Dharmesh Rana, World Beer Marketing Controller at Carlsberg UK added, “We’re extremely excited to be partnering with Hearst UK to tell the San Miguel life rich story in new and exciting ways through their teams of expert content creators, specifically the introduction of the editorial columns, unique to this campaign and a first for the magazines. The concept of alternative wealth and seeking greater experiences we know is a growing trend within the UK and one which will strongly resonate with the ELLE and Esquire premium audiences enhancing the synergy with San Miguel. 

Julia Reip, Director of Create at Hearst UK commented, “San Miguel is a highly aspirational brand that has developed a fascinating take on the value of wealth with their Rich List and one that the readers of ELLE and Esquire will truly identify with. We are thrilled to be crafting bespoke content for the campaign and championing ways our readers can themselves become more life rich.

Esquire’s July/August issue will be on sale June 29th and the ELLE August issue July 4th.