PRESS FOLDER
MAHOU SAN MIGUEL
ACTIVE COMMITMENT
INTERNATIONAL PRESENCE
PRODUCTION CENTRES
KEY FIGURES IN SPAIN
MAHOU SAN MIGUEL
CONTENTS
01 02 03 04 05
MAHOU SAN MIGUEL
KEY FIGURES IN
SPAIN (2012)
PRODUCTION
CENTRES
INTERNATIONAL
PRESENCE
AN ACTIVE
COMMITMENT
5 Mahou San Miguel
8 Production
12 Alovera
17 International presence
20 Water and climate change
8 Sales
12 Burgos
8 Operating income
13 Candelaria (Tenerife)
20 Responsible consumption,
nutrition and health
9 Professionals
13 Córdoba
21 Responsible marketing
9 Investments
13 Granada
21 Ethical business
14 Lleida
22 People
14 Málaga
23 Local Commitment
14 Bhidwadi, India
15 Beteta (Cuenca)
15 Los Villares (Jaén)
120 YEARS OF
HISTORY
MORE INFORMATION
AND CONTACT
25 Culture
30 To share
43 120 years of history
47 Communication directory
26 Music
33 Wellbeing
CONTACT
THE BRANDS
MAHOU SAN MIGUEL
BRANDS
120 YEARS OF HISTORY
SPONSORSHIP AND PATRONA
SPONSORSHIP AND
PATRONAGE
06 07 08 09
26 Sport
35 For my special moments
27 Gastronomy moments
37 To refresh
27 Fashion
39 For other occasions
01
MAHOU SAN MIGUEL
4
MAHOU SAN MIGUEL
Mahou San Miguel is a 100% Spanish
owned, family company, leader in the
brewing industry in our country thanks to the
talent of our more than 2,500 professionals.
The company fosters development through
internationalisation, innovation and
continuous improvement and is firmly
committed to society.
It was in the year 2000 when Mahou, the
centenary company, acquired San Miguel.
In 2004, it incorporated the Canary
Island brand Reina and in 2007 Cervezas
Alhambra, consolidating the Spanish beer
market through its acquisitions. In addition,
our business diversified in 2011 with
the purchase of Solán de Cabras and the
commercialisation of D.E. Master Blenders
coffees, teas and sweeteners on-trade since
2010.
MAHOU SAN MIGUEL IS THE
LEADING AND THE MOST
INTERNATIONAL BREWER IN
SPAIN. IT PRODUCES 75% OF THE
SPANISH BEER THAT IS EXPORTED.
5
02
KEY FIGURES IN SPAIN
2012
6
THE MAIN PURPOSE OF MAHOU
SAN MIGUEL IS TO CREATE LONGTERM VALUE. THE COMPANY MOVES
FORWARD CONFIDENTLY, INNOVATING
AND DIVERSIFING ITS BUSINESS WITH
HIGH QUALITY PRODUCTS.
7
KEY FIGURES IN SPAIN (2012)
PRODUCTION
Mahou San Miguel has established itself as a leader in the Spanish beer market with a production of
12.3 million hectolitres and a market share of 37%.
SALES
Have reached 1,173 million euros.
SALES
Millions of euros
1,200
900
1,079
1,153
1,173
600
300
0
2008
OPERATING INCOME
Has reached 175 million euros.
8
2010
2012
KEY FIGURES IN SPAIN (2012)
PROFESSIONALS
PROFESSIONALS
People
ƒƒ 74 new professionals have
been incorporated into the
workforce.
0
900
1,800
2,700
ƒƒ The team consists of more
than 2,530 people.
2008
2,485
2010
2,469
2,532
2012
INVESTMENTS
Have reached 72 million euros, allocated mainly to boosting the growth of our business as well as the
modernisation and industrial improvement of our production centres.
ƒƒ Almost a third of the total
investment has been
directed towards supporting
the on-trade sector (20
million euros).
ƒƒ Investment to ensure the
safety and health of its
employees has increased
almost 74% over the
previous year, reaching
1.79 million euros.
ƒƒ It has invested 1,230,000
euros in training for its
professionals, which
translates into more than
48,700 hours.
ƒƒ Mahou San Miguel has
invested close to 17 million
euros to ensure optimal
environmental performance.
INVESTMENTS
Million euros
85
83.9
65
50
62
72.4
35
0
2008
2010
9
2012
03
PRODUCTION
CENTRES
10
MAHOU SAN MIGUEL
HAS EIGHT BREWING
CENTRES AND TWO
MINERAL WATER
SPRINGS WITH THEIR
OWN PACKAGING
PLANTS
11
PRODUCTION CENTRES
Mahou San Miguel has eight brewing centres, seven
in Spain and one in India, and two mineral water
springs with packaging plants. They are all equipped
with the latest technology to ensure the excellent
quality of their products.
The company has facilities in:
BEER PRODUCTION CENTRES
IT PRODUCES MORE BEER THAN ANY OTHER BREWERY IN EUROPE
ALOVERA (GUADALAJARA)
Carretera Nacional II, Km 47 - 19208 Alovera (Guadalajara)
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COMMISSIONING: 1993
SURFACE AREA: 430,000 m2
PRODUCTION OUTPUT: 7 million Hl/year
PACKAGING: 11 multi-format packaging lines (5 for
reusable packaging and 6 for non-reusable packaging)
ƒƒ WAREHOUSE: Capacity of 33,600 m2
AN INDUSTRIAL REFERENCE IN ITS SURROUNDING ENVIRONMENT
BURGOS
Carretera de Logroño, km. 110 - 09007 Burgos
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COMMISSIONING: 1970
SURFACE AREA: 68,000 m2
PRODUCTION OUTPUT: 2.2 million Hl/year
PACKAGING: 4 multi-format packaging lines
WAREHOUSE: Capacity of 5,100 m2
12
PRODUCTION CENTRES
BEERS BREWED IN THE CANARY ISLANDS FOR CANARY ISLANDERS
CANDELARIA (TENERIFE)
Polígono Industrial Valle de Güímar - 38509 Candelaria (Tenerife)
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COMMISSIONING: 2000
SURFACE AREA: 10,725 m2
PACKAGING: Line with return. 30 and 50 litre line barrels
WAREHOUSE: Capacity of 452 m2
ALWAYS AT THE CUTTING EDGE
CÓRDOBA
Carretera Nacional IV, Km. 397 - 14014 Córdoba
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COMMISSIONING: 1965 (from 2000 as Cervezas Alhambra)
SURFACE AREA: 100,000 m2
PRODUCTION OUTPUT: 700,000 Hl/year
PACKAGING: 2 packaging lines (cans and barrels)
WAREHOUSE: Capacity of 5,000 m2
THE BEST ANDALUSIAN TRADITION
GRANADA
Avenida de Murcia nº1 - 18012 Granada
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COMMISSIONING: 1925
SURFACE AREA: 18,000 m2
PRODUCTION OUTPUT: 500,000 Hl/year
PACKAGING: 3 packaging lines (litre bottles, barrels and
multi-format)
ƒƒ WAREHOUSE: Capacity of 2.500 m2
13
PRODUCTION CENTRES
THE COMPANY'S CRADLE OF INNOVATION
LLEIDA
Avda. de la Industria - Polígono Industrial "El Segre" - 25191 Lleida
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COMMISSIONING: 1957
COMMISSIONING: 165,000 m2
PRODUCTION OUTPUT: 2 million Hl/year
PACKAGING: 4 multi-format packaging lines
WAREHOUSE: Capacity of 6.500 m2
HALF A CENTURY PRODUCING THE BEST BEER
MÁLAGA
Carretera del Aeroclub, nº 1 - 29004 Málaga
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COMMISSIONING: 1966
SURFACE AREA: 60,000 m2
PRODUCTION OUTPUT: 2.2 million Hl/year
PACKAGING: 5 multi-format packaging lines
WAREHOUSE: Capacity of 7,000 m2
GIANT LEAP FORWARD IN OUR INTERNATIONAL EXPANSION
BHIWADI, INDIA
1038-A, Chopanki, Indl. Area, Bhiwadi Alwar. Rajasthan, India
ƒƒ SURFACE AREA: 64,125 m2
ƒƒ PRODUCTION OUTPUT: 250,000 Hl. which can be
increased to 500,000 Hl.
ƒƒ PACKAGING: Bottle line
ƒƒ WAREHOUSE: Capacity of 1,430 m2
14
PRODUCTION CENTRES
BOTTLING PLANTS
"BLUE" INNOVATION IN WATER PACKAGING
BETETA (CUENCA)
Bottling Plant - 16893 Solán de Cabras (Cuenca)
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SURFACE AREA: 10,972 m2
PRODUCTION OUTPUT: 2 million Hl/year
PACKAGING: 7 multi-format packaging lines
RAW MATERIAL WAREHOUSE: Capacity of 667 m2
ENJOY THE BEST WATER FROM THE SIERRA MORENA
LOS VILLARES (JAÉN)
Ctra. Jaén-Valdepeñas de Jaén s/n - Finca La Pandera - 23160 Los Villares
ƒƒ SURFACE AREA: 20.5 Ha (Full Estate) - Plant 5,300 m2
(covered surface)
ƒƒ PRODUCTION OUTPUT: 350,000 Hl
ƒƒ PACKAGING: 250,000 Hl (2012)
ƒƒ WAREHOUSE: 2,200 pallets of finished product
15
04
INTERNATIONAL
PRESENCE
16
INTERNATIONALPRESENCE
MAHOU SAN MIGUEL: ONE OF SPAIN'S BEST
AMBASSADORS TO THE WORLD, EXPORTING
NOT ONLY PRODUCTS BUT ALSO THE SPANISH
LIFE STYLE AROUND THE WORLD.
International market development has and will
continue to have strategic importance for the
company. Besides being a leader in Spain, it
produces 75% of the domestic beer that is
exported. Mahou San Miguel is present in more
than 50 countries on five continents.
In 2012 it made an important move in its
internationalisation strategy when it acquired
50% of the Indian company Arian Breweries &
Distilleries Ltd and launched San Miguel Fresca
in the UK. Mahou San Miguel's international sales
accounted for 11% of the total volume, which
means that in the last five years international
business has doubled its share within the
company's total sales.
17
05
AN ACTIVE
COMMITMENT
18
AN ACTIVE COMMITMENT
MAHOU SAN MIGUEL IS A SOCIALLY
RESPONSIBLE COMPANY. IT INTEGRATES
CSR INTO HOW WE DO THINGS, THROUGHOUT
OUR ENTIRE VALUE CHAIN, FROM THE RAW
MATERIALS WE PURCHASE UP UNTIL THE
PRODUCTS IS DELIVERED TO THE CONSUMER.
Its main challenge is to lead the
change towards a more sustainable
environment and become a reference
in CSR in the off-trade sector.
To do this, it takes on voluntary
commitments in environmental,
economic and social matters, which
also contribute to strengthening its
long-term leadership.
Under the slogan "An active
commitment", its strategy in the
field of CSR is structured around
six pillars, each of which takes on
specific commitments.
WATER AND CLIMATE CHANGE
To be the company that has the lowest environmental footprint
RESPONSIBLE CONSUMPTION, HEALTH AND NUTRITION
To be leaders in promoting a healthy lifestyle
RESPONSIBLE COMMERCIALISATION
To be the partner of choice for our clients and suppliers
ETHICAL BUSINESS MANAGEMENT
To be the most trusted company among our interest groups
PEOPLE
To be the best place to work at
LOCAL COMMITMENT
To continue generating wealth locally
In 2013, Mahou San Miguel launched the Mahou San Miguel Foundation, to foster most of their social
action.
19
AN ACTIVE COMMITMENT
WATER AND CLIMATE
CHANGE
ƒƒ 100% of the electricity consumed in its
production centres comes from renewable
sources. Because of this, in 2012 its
greenhouse gas emissions were reduced by
32% from the previous year.
ƒƒ It has also lowered its unit water consumption
by 1.74% and energy consumption by 4.4%.
ƒƒ It recycles 99.78% of the waste produced
and has reduced the amount of packaging
material used by over 192 tonnes.
RESPONSIBLE CONSUMPTION, HEALTH
AND NUTRITION
ƒƒ It has joined the AECOC
"Food Waste" initiative to
optimise food surpluses.
Within this framework, it
was awarded First Prize in
the UN Global Compact
for its San Miguel 0,0%
"Nolotiro" initiative oriented
at avoiding food waste.
ƒƒ As members of Cerveceros
ƒƒ For more than a decade
it has been offering all its
professionals a fitness and
health wellbeing programme
that has achieved such
significant recognitions
as First Prize in the
International Responsible
Human Resources and Naos
Strategy Award 2010.
de España (Brewers of
Spain), it promotes multiple
informative initiatives to
promote responsible beer
consumption.
20
ƒƒ AENOR has awarded Mahou
the healthy company
certificate, certifying that
the company fosters and
protects the health, welfare
and safety of its workforce,
being the first company
in the off-trade sector to
receive this recognition.
AN ACTIVE COMMITMENT
RESPONSIBLE COMMERCIALISATION
ƒƒ Assesses, controls and monitors its activities according to UNE-150008.2008 Standard and
possesses the most prestigious certifications: quality ISO 9001, health and safety at work
management OHSAS 18001, environmental EMAS and ISO 14001 and food safety ISO 22000 and
FSSC 22000 (recently awarded to its Alovera brewing centre).
ƒƒ Over 75% of its expenditure is allocated to the purchase of goods and services, which makes
Mahou San Miguel a significant source of indirect employment in external companies, estimated at
four times its direct employment figure.
ƒƒ It has an important Sustainable Mobility Plan that allows it to reduce emissions by incorporating
more efficient vehicles.
ETHICAL BUSINESS MANAGEMENT
ƒƒ It is a member of the Club de Excelencia
ƒƒ In 2012, the company changed its Governing
Bodies as a sign of renewed commitment
to shareholders through sustainable
business development, ensuring the natural
generational change-over within the family
that founded the company over 120 years
ago.
en Sostenibilidad, which brings together
company leaders in corporate responsibility in
Spain.
ƒƒ It is part of the Pro Climate Forum, an
initiative which builds leadership and a
concerted effort to minimise air pollution.
Promoted by the City Council of Madrid, it is
composed of leading companies from various
sectors.
ƒƒ It has signed the United Nations Global Pact,
voluntarily assuming compliance with its 10
principles.
21
AN ACTIVE COMMITMENT
PEOPLE
ƒƒ Mahou San Miguel was the first company
ƒƒ It has renewed its commitment to the
Adecco Foundation for the development of
new training programmes and the promotion
and creation of employment for people with
disabilities. It also has a Family Plan which
offers aid to employees who have disabled
family members. The company exceeds, by
2%, compliance with the LISMI (Law on
Social Integration of People with Disabilities).
in the brewing industry in Spain to sign
an Equality Plan in collaboration with its
employee representatives. In fact, it was
the first and only company in the beverage
industry to receive the distinguished "Equality
in the company", awarded in 2010 by the
then Ministry of Health, Social Policy and
Equality, and was recently awarded the
equally distinguished "Most Equal Company"
from the Community of Madrid.
ƒƒ In 2012, it donated 143,000 kilos of non-
alcoholic products to food banks throughout
Spain and more than 300 company
professionals participated in volunteer
initiatives, dedicating more than 1,000 hours.
ƒƒ It also received a certificate recognising it as
a Family Friendly Company, assuming specific
commitments to support the reconciliation of
work and family life and designed to avoid any
type of discrimination.
22
AN ACTIVE COMMITMENT
LOCAL COMMITMENT
ƒƒ Its On-trade Scholarship Programme, in collaboration with leading hotel
schools in Lleida, Malaga, Burgos and Madrid, has helped approximately
150 unemployed people acquire the necessary knowledge to find a job in
the catering industry.
ƒƒ More than 500 people with disabilities have participated in the "Football
for all" initiative that was created with the Adecco Foundation and has
travelled to several Spanish cities and shown that sport can be a powerful
element in integration.
ƒƒ In 2012 it allocated more than 1.5 million euros to support the work being
done by artistic, cultural and educational institutions.
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06
SPONSORSHIP AND
PATRONAGE
24
SPONSORSHIP AND PATRONAGE
Mahou San Miguel is there when citizens enjoy their leisure and free time, not only by providing ideal
products for every moment of their day but also by offering experiences through sponsoring cultural,
musical and sporting events.
This is why it supports many initiatives that add value to society and contribute to its development:
CULTURE
It supports the work being done by artistic,
cultural and educational institutions, helping
to spread their values and strengthen tourist
development in the cities where they are located.
RESEARCH
It is a trustee of the Atapuerca Foundation, it
sponsored the excavations in Pinilla del Valle in
Madrid and collaborated in work developed at the
archaeological site of Cerro del Villar in Málaga.
ART
It collaborates with the Museo Nacional Centro de
Arte Reina Sofía, Fundación de Amigos del Museo
del Prado, Museo Picasso, Museo Carmen Thyssen
and the Museo del Libro Fadrique de Basilea in
Burgos.
EDUCATION
It is a director on the Department of Agrifood
Companies Advisory Council of the San Telmo
Foundation and the Board of trustees of the
ESADE Business School. It also collaborates
with Instituto Cervantes, IESE, ESIC, University
of Burgos, the University of Alcalá General
Foundation and the Sarriá Institute of Chemistry.
LOCAL CULTURE
It has agreements with the municipalities where
our headquarters and production facilities are
located with the aim of supporting local sporting,
cultural and social events.
25
SPONSORSHIP AND PATRONAGE
MUSIC
Music is a cultural aspect whose consumption patterns have evolved most noticeably in recent years.
With the rise of live performances, Mahou San Miguel has chosen to reach our consumers through
initiatives that allow them to enjoy unique experiences.
ƒƒ Through the project “Un lugar llamado
ƒƒ Everyone can enjoy good music thanks to
mundo”, San Miguel actively contributes
to ensuring that quality music recovers the
cultural space it deserves.
other brand initiatives, such as Escenarios
Mahou, which supports emerging artists.
Alhambra collaborates with the Granada
International Jazz Festival, and also sponsors
the Granada International Festival of Music
and Dance and the concert series Los
Especiales de Alhambra & Cía.
SPORT
Mahou San Miguel especially identifies with sport, because it
represents many of the values that drive our work each day: the
spirit of achievement, the pursuit of excellence, daily effort to
achieve a goal, teamwork...
ƒƒ We are sponsors of the Professional Football League and
clubs such as Real Madrid, Atlético de Madrid, Atlétic de
Bilbao, Granada Club de Fútbol, el Getafe, Sporting de
Gijon, Valladolid Málaga C.F. and Villarreal.
ƒƒ San Miguel 0.0% is the main sponsor of the Spanish
Basketball Federation all teams included, both male and
female.
ƒƒ Mahou San Miguel does not neglect other sporting
passions, it sponsors the Conde de Godó tennis tournament
and the San Miguel de Traineras League or through its
presence on the best Spanish ski slopes.
26
SPONSORSHIP AND PATRONAGE
GASTRONOMY
ƒƒ Through the award, "Maitre Cinco Estrellas"
It makes every effort to ensure that its consumers
are aware of the best way to enjoy its products. For
that reason it promotes successful initiatives.
it recognises the work of hospitality
professionals in the Community of Madrid.
ƒƒ To show the new possibilities of pairings
ƒƒ Gastronomy, culture and beer fuse in the
summer terraces that are opened at the
Matadero and the Museo Reina Sofía in
Madrid.
and tastings the world of beer can offer, it is
present at the Madrid Fusión y Club Millésime
event.
ƒƒ With "Tapas Mahou" and the San Miguel Tapa
Fairs, that have been very successfully held
for years throughout Spain, it promotes local
hospitality trade activities and tourism.
FASHION
Mahou San Miguel supports fashion and new trends because it does not want to miss out on anything
that is happening around it and contributes to its diffusion. We do it with the help of Mahou Cinco
Estrellas and Solán de Cabras.
ƒƒ It sponsors the Mercedes-Benz Fashion Week and surprises at each edition with unique content.
ƒƒ We are at the vanguard of design, we cater for on-trade establishments and are at the bar at Casa
Decor, the most important and prestigious annual decoration event in the world.
27
07
MAHOU SAN MIGUEL
BRANDS
28
29
MAHOU SAN MIGUEL BRANDS
THE MAHOU SAN MIGUEL BRAND FAMILY
HAS NOT STOPPED GROWING SINCE
1890. TODAY IT HAS ONE OF THE MOST
COMPREHENSIVE AND VARIED RANGES
ON THE MARKET TO ACCOMPANY
CONSUMERS DURING THEIR MOMENTS OF
PLEASURE.
TO SHARE
MAHOU CINCO ESTRELLAS
The quintessential beer flavour
Created to satisfy the most demanding palates, Mahou Cinco
Estrellas is made with the highest quality varieties of hops and
yeast, which shapes its body and flavour.
Year of launch: 1969
Alcohol content: 5.5% Vol.
Type of beer: National Premium
MAHOU CLÁSICA
MAHOU SIN
The classic beer with the classic Mahou taste
The best alcohol-free taste
The original Mahou that maintains the same
recipe, taste, quality and the dedication given
to its production since 1890. In 1993, it was
renamed Mahou Clásica.
The great taste of Mahou for those alcohol-free
moments.
Year of launch: 1990 under the name Laiker
and relaunched in 2010 as Mahou Sin.
Alcohol content: 0.8% Vol.
Type of beer: Alcohol free beer
Year of launch: 1890
Alcohol content: 4.8% Vol.
Type of beer: National standard
30
MAHOU SAN MIGUEL BRANDS
SAN MIGUEL ESPECIAL
A "world and worldly" beer
It was the first special beer in our country. Today it is the most international
Spanish brand, its quality and taste makes it successful and well-known both
inside and outside our borders.
Year of launch: 1957
Alcohol content: 5.4% Vol.
Type of beer: National standard
SAN MIGUEL 1516
The exclusive San Miguel beer
A beer brewed according to the 1516 German Purity Law, using
only water, malt and hops. Chosen Best European Pilsen Lager
at the World Beer Awards 2011.
Year of launch: 1993
Alcohol content: 4.2% Vol.
Type of beer: National Premium
ALHAMBRA ESPECIAL
REINA
Give every day a special flavour
The beer of the new Canary Island generation
Its careful production process together with
the experience of our master brewers makes
Alhambra Especial a quality beer that turns
every moment into a unique occasion.
The young beer, the official #nonofficial beer.
Year of launch: 2000
Alcohol content: 5.5% Vol.
Type of beer: National standard
Year of launch: 1996
Alcohol content: 5.6% Vol.
Type of beer: Special Lager
31
MAHOU SAN MIGUEL BRANDS
BLU DE SAN MIGUEL
ALHAMBRA SIN
Co-created at the BLU ROOM
The best tasting alcohol-free beer
Blu is a new concept in beer, aimed at the young
and restless who are looking for an alternative in
their evening.
It is easily recognised by the mild bitter flavour left
on the palate and its thick, consistent froth.
Year of launch: 1996
Alcohol content: <1% Vol.
Type of beer: Alcohol-free
Year of launch: 2013
Alcohol content: 5% Vol.
Type of beer: Special flavoured refreshment
ALHAMBRA PREMIUM LAGER
SUREÑA
The classic Andalusian beer
The unique flavour of Andalusia
Its smooth flavour, slight bitterness and optimal
alcohol level make it ideal to consume at any time.
Year of launch: 1996
Alcohol content: 4.6% Vol.
Type of beer: National Premium
Year of launch: 1992
Alcohol content: 4.6% Vol.
Type of beer: National standard
32
MAHOU SAN MIGUEL BRANDS
FOR HEALTH
SOLÁN DE CABRAS
Superior Quality Mineral Water
Mineral water with a flash of blue, attitude and style that has not
ceased to amaze during its over two centuries of existence.
Historical ref: Declared Medicinal Mineral Water of Public
Usefulness in 1790 by Charles IV of Spain.
Description: Natural mineral water, ideal for diets which are low in
sodium and also suitable for baby food. Solán de Cabras mineral
water comes from a single source ensuring that its qualities remain
constant.
SAN MIGUEL 0,0%
Authentic alcohol-free beer
All the aroma, freshness and quality of beer with 0.0% alcohol.
A pioneer in Spain in its category.
Year of launch: 2001
Alcohol content: 0.0% Vol.
Type of beer: Alcohol-free
33
MAHOU SAN MIGUEL BRANDS
SAN MIGUEL ECO
The first organic Spanish beer
Only malt and hops from organic farming are used in the production of this
beer. It protects the environment and soil fertility without sacrificing the
quality of the product or its authentic taste.
Year of launch: 2003
Alcohol content: 4.2% Vol.
Type of beer: National standard
SIERRA NATURA
Naturally pure
Naturally pure from its origins, Sierra Natura mineral water maintains its
qualities and its extraordinary flavour.
Year of launch: 2004
Description: Naturally pure from its origins, Sierra Natura mineral
water maintains its qualities and its extraordinary flavour. Its balanced
composition of mineral salts and dry residue mean that Sierra Natura is a
low-mineralised water. Because of its low sodium content, it is the perfect
water for a healthy, balanced and natural diet.
SIERRAS DE JAÉN
Year of launch: 2004
Description: Natural, low-mineralised mineral water, recommended for diets
that are low in sodium and for baby food preparation.
34
MAHOU SAN MIGUEL BRANDS
FOR MY SPECIAL MOMENTS
MAHOU NEGRA
SAN MIGUEL SELECTA XV
Mahou's Stout beer
Premium beer matured in cellars
A central European style stout beer, characterised
by its roasted malts that gives it its dark, black
coffee colour.
Its maturation in cellars gives it a unique aroma
and intense flavour. Chosen by consumers
as "Taste of the Year" in the 2010 and 2011
events.
Year of launch: 1908
Alcohol content: 5.5% Vol.
Type of beer: Munich
Year of launch: The 70s and reinvented in
2008
Alcohol content: 6.2% Vol.
Type of beer: Premium
35
MAHOU SAN MIGUEL BRANDS
ALHAMBRA RESERVA 1925
For experienced beer palates
Reserved for the most discerning palates, Alhambra Reserva 1925
is a hand-crafted premium beer.
Year of launch: 1997
Alcohol content: 6.4% Vol.
Type of beer: Premium Lager
ALHAMBRA NEGRA
Special stout beer
Full-bodied with a different flavour that is smooth on the
palate. Very aromatic and adapted to the Mediterranean
taste.
Year of launch: 1996
Alcohol content: 5.4% Vol.
Type of beer: Special Stout
36
MAHOU SAN MIGUEL BRANDS
TO REFRESH
SAN MIGUEL FRESCA
San Miguel's most refreshing beer
Following its success in the United Kingdom (Mahou San Miguel's first
exclusively international launch), San Miguel Fresca has arrived to our shores.
It is a smooth and refreshing beer made with a selection of hops. Serve it with
a slice of lemon, this flavour combines perfectly with the taste of the beer and
gives it a refreshing edge.
Year of launch: 2013
Alcohol content: 4.4% Vol.
Type of beer: National Premium
MAHOU PREMIUM LIGHT
MIXTA
A light beer with all the Mahou flavour, style and quality
The Mahou Shandy
A smooth beer with all the flavour, style and
quality of Mahou Cinco Estrellas and 35%
fewer calories.
Mahou's youngest beer Mixta is an alcoholfree beer flavoured with lemon to see the world
through rose-tinted glasses.
Year of launch: 2008
Alcohol content: 3.5% Vol.
Type of beer: National Premium
Year of launch: 2005
Alcohol content: 0.9% Vol.
Type of beer: Alcohol free, lemon flavoured beer
37
MAHOU SAN MIGUEL BRANDS
SAN MIGUEL 0,0% MANZANA
SAN MIGUEL 0,0% LIMÓN
SHANDY DE ALHAMBRA
Authentic alcohol-free beer with fruit
juice
Made with real lemon juice
They get along so well, beer and lemon
flavour!
A casual beer with a pleasant
green apple flavour that is very
easy to drink.
A natural choice for those
Year of launch: 2008
times when we want to drink
Alcohol content: 0.9% Vol.
something refreshing but look
Type of beer: Alcohol-free
after ourselves at the same time.
Year of launch: 2005
Alcohol content: 0.0% Vol.
Type of beer: Alcohol-free
Year of launch: 2010
Alcohol content: 0.0% Vol.
Type of beer: Alcohol-free
BISOLÁN
Refreshment with added value
Solán de Cabras' healthy refreshment. Attractive, modern, refreshing and with a high fruit juice content.
Available in four flavours: orange, lemon, apple and multi-fruit.
Year of launch: 1996
Description: Non-carbonated refreshment, made with Solán de Cabras natural mineral water and between
13.5% and 20% fruit juice. It is also very low in calories (between 13.5 and 18 kcal/100ml), contains
vitamins and folic acid and is suitable for diabetics and coeliacs.
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MAHOU SAN MIGUEL BRANDS
FOR OTHER OCCASIONS
CARLSBERG
KRONENBOURG 1664
Genuine Danish beer
The authentic and sophisticated Alsatian beer
Year of commercialisation: 2000
Alcohol content: 5% Vol.
Type of beer: International Premium
Year of commercialisation: 1992
Alcohol content: 5% Vol.
Type of beer: International Premium
GRIMBERGEN BLONDE
GRIMBERGEN DOUBLE
GRIMBERGEN BLANCHE
Genuine Belgian abbey beer: an intense
flavour and a strong character
Genuine Belgian abbey beer: an intense
flavour and a strong character
The refreshing taste of the abbey
Year of commercialisation: 2009
Alcohol content: 6.7% Vol.
Type of beer: Abbey
Year of commercialisation: 2009
Alcohol content: 6.5% Vol.
Type of beer: Abbey
Year of commercialisation: 2013
Alcohol content: 6% Vol.
Type of beer: Abbey
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MAHOU SAN MIGUEL BRANDS
CARLING
TETLEY'S
100% British
Year of commercialisation: 2010
Alcohol content: 4% Vol.
Type of beer: Ale
Year of commercialisation: 2009
Alcohol content: 3.8% Vol.
Type of beer: Ale
WARSTEINER PREMIUM VERUM
WARSTEINER PREMIUM FRESH
KÖNIG LUDWIG WEISSBIER
Made according to German purity law
Alcohol-free beer with 100% flavour
The best wheat beer in the world
Year of commercialisation: 2010
Alcohol content: 4.8% Vol.
Type of beer: Premium Pilsen
Year of commercialisation: 2010
Alcohol content: 0.05% Vol.
Type of beer: Alcohol-free
Year of commercialisation: 2010
Alcohol content: 5.5% Vol.
Type of beer: Wheat
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MAHOU SAN MIGUEL BRANDS
GAYMERS
GAYMERS PEAR
BLACKTHORN
Year of commercialisation: 2009
Alcohol content: 4.5% Vol.
Year of commercialisation: 2009
Alcohol content: 4.5% Vol.
Year of commercialisation: 2009
Alcohol content: 5.5% Vol.
MARCILLA
Year of commercialisation: 2010
Product: Coffee
HORNIMANS
Year of commercialisation: 2010
Product: Infusions
NATREEN
Year of commercialisation: 2010
Product: Sweetener
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08
120 YEARS OF
HISTORY
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120 YEARS OF HISTORY
True to its origins, over the years Mahou San
Miguel has known how to combine tradition with
maximum innovation, and always while committed
to sustainable development.
This is its story:
1890
"HIJOS DE CASIMIRO MAHOU" IS
FOUNDED
Our origins are in Madrid, where the siblings Alfredo, Enrique,
Luis and Carolina Mahou Solana establish the company "Hijos
de Casimiro Mahou", dedicated to the production of beer and
ice.
1891
FIRST MAHOU BEER BREWED IN
AMANIEL
On the 1st February 1891, the brewing of beer begins at the
brewery in Calle Amaniel in Madrid, whose construction had
taken just over a year. The technology used then was mostly
of German origin.
1957
HIJOS DE CASIMIRO MAHOU
BECOMES MAHOU, S.A.
After the difficult post-war years, Mahou experienced a
spectacular revival and in 1957 it became a public limited
company under the name Mahou, S.A.
1961
CONSTRUCTION OF PASEO
IMPERIAL PRODUCTION CENTRE
The Amaniel factory could not meet growing demand so
construction on a new production centre began in the Paseo
Imperial, in what was then the outskirts of Madrid. The old
plant stops activities three years later.
1962
FIRST BEER IS BREWED AT PASEO
IMPERIAL
On the 15th May 1962 - Saint Isidro' day - the first batch
of beer is brewed in the new facilities. Designed to produce
500,000 hectolitres annually, by 1970 it had already reached
one million hectolitres.
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120 YEARS OF HISTORY
1966
INTRODUCTION OF DRAFT BEER
DISPENSING SYSTEMS
The installation of modern beer dispensing and refrigeration
systems increases the sales of draft beer. Mahou was the
first Spanish company to introduce aluminium barrels,
replacing wooden ones.
1969
LAUNCH OF MAHOU CINCO
ESTRELLAS
In order to satisfy the most discerning palates, Mahou Cinco
Estrellas, our flagship brand, is launched.
1990
LAUNCH OF MAHOU SIN
Under the name Laiker, and re-launched in 2010 as Mahou
Sin, the alcohol-free beer with all the Mahou flavour hits
Spanish markets.
1993
PRODUCTION CENTRE IN ALOVERA
IS STARTED UP
The company's new brewery, located in Alovera
(Guadalajara), begins its activity by incorporating the most
innovative industrial techniques for its time. It is currently
the largest in Spain and the biggest producer in Europe.
2000
MAHOU SAN MIGUEL IS BORN
Mahou acquires San Miguel, a company that was founded
in Manila in 1890 and which had been established in
Spain since 1957. Thus the first 100% Spanish owned beer
company is created: Mahou San Miguel.
2001
CREATION OF THE 0.0% CATEGORY
Always at the forefront of innovation, Mahou San Miguel
creates the 0.0% beer category with the launch of San
Miguel 0.0%.
2004
ACQUISITION OF CERVEZAS ANAGA
The company continues its expansion with the acquisition of
Cervezas Anaga, accompanied with its factory in Candelaria
(Tenerife) and its Canary Island brand Reina.
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120 YEARS OF HISTORY
2005
LAUNCH OF MIXTA AND SAN
MIGUEL 0.0% MANZANA
The Mahou San Miguel portfolio continues to grow with the
launch of two new products: Mixta and San Miguel 0.0%
manzana.
2007
INCORPORATION OF CERVEZAS
ALHAMBRA
Cervezas Alhambra becomes part of Mahou San Miguel. That
same year, all the company's brewing centres are given the
EMAS environmental certification.
2010
PARTNERSHIP WITH D.E. MASTER
BLENDERS AND INTERNATIONAL
AGREEMENTS
Mahou San Miguel establishes a partnership with D.E. Master
Blenders to distribute their coffees, teas and sweeteners in
the on-trade channel. Marketing agreements are signed with
Carlsberg UK and Warsteiner Brewery. The alcohol-free range
is extended with San Miguel 0.0% limón.
2011
DIVERSIFICATION WITH SOLÁN DE
CABRAS
The company acquires Solán de Cabras, thereby strengthening
its beverages portfolio with Solán de Cabras water and its
Bisolán brand refreshments.
2012
INTERNATIONAL EXPANSION
Mahou San Miguel acquires 50% of the Indian company Arian
Breweries & Distilleries Ltd, with a production centre in the
state of Rajasthan.
2013
NEW CORPORATE IMAGE
Mahou San Miguel has renewed its visual corporate identity
to respond to the current size of the company, its expectations
for growth and international expansion.
2013
SAN MIGUEL FRESCA
Following the success of San Miguel Fresca in the United
Kingdom (Mahou San Miguel's first exclusively international
launch), San Miguel Fresca has arrived to our shores.
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09
FURTHER
INFORMATION AND
CONTACT
46
FURTHER INFORMATION AND CONTACT
COMMUNICATION DIRECTORY
PATRICIA LEIVA ASENJO
Director of Corporate Communications and Corporate Affairs
ALBERTO VELASCO ALONSO
Director of External Communications and Corporate Affairs
MARTA AVILÉS SANZ
Press Officer
91 526 91 00
prensamsm@mahou-sanmiguel.com
@mahousanmiguel
47
48
FURTHER
INFORMATION ON
MAHOU SAN MIGUEL
AT
WWW.MAHOU-SANMIGUEL.COM
49
Calle Titán, 15
28045 Madrid
www.mahou-sanmiguel.com