San Miguel, the premium Spanish beer, returns with its ‘Rich List’ supplement on Friday 13th October, for the second consecutive year. The supplement, distributed with ES Magazine features 20 inspiring individuals and collectives
from across the globe, who like the brand’s forefathers, have embarked on a voyage of discovery to become rich in experience.
San Miguel will deliver a through-the-line campaign celebrating the stories of those featured, with cinema, print, PR, influencer marketing and an experiential launch event, which was hosted at Somerset House on Thursday 12th October. The Rich List returns with ESI Media following another extremely successful year, seeing consumers drinking the equivalent of over 21 million pints* in August alone, a record month across on and off trade and the biggest in the brand’s UK history.
The Rich List launch will invite guests to discover more about the 20 individuals and collectives in this year’s list, providing the chance to attend workshops that offer a glimpse into the world of San Miguel. These will include a sensory challenge, based on the life experiences of blind explorer, Miles Hilton-Barber where guests will be encouraged to use their other senses to navigate a low mountain obstacle course, using their sense of touch to guide them around the mountain. The event will also see men’s lifestyle influencer Steve Booker premiere his in conversation with interview with maze-maker, Adrian Fisher.
The San Miguel portfolio of Especial, 0.0% and newly launched San Miguel Gluten Free, will be served throughout the evening alongside Spanish inspired canapés and San Miguel cocktail making master classes.
A national distribution network will be handing out the supplement on launch day, with VR activations in station concourses at London Kings Cross and Birmingham New Street. The VR experience will whisk consumers to the Swiss Alps of Zermatt, as they witness life in 360° as free spirit, Sunny Strooer.
Dharmesh Rana, Senior Brand Manager at San Miguel UK commented: “This has been another outstanding year for the brand as we cement our place as the number one draught world beer in the on-trade. San Miguel has a history of experience seeking and over the last two years under the Rich List campaign, we have managed to communicate this to beer lovers across the country. Opening the Rich List out to consumers this year has left us all feeling inspired by the tremendous quality of life rich individuals in the UK and we’re delighted to be able to celebrate with some of them on the night.”
Copies of the Rich List will also be distributed with VR Google cardboard headsets for additional VR experiences via Android and iPhones. To find out more about the campaign visit www.SanMiguel.co.uk