Budweiser Brewing Group UK&I, a proud part of AB InBev, today announces a new partnership with the Mahou brand in the UK. Effective 19th July, Budweiser Brewing Group will be responsible for the sale, marketing and distribution of Mahou beer in the UK across all channels.
Mahou Cinco Estrellas is the flagship brand of Mahou, Spain’s #1 beer in the On and Off-Trade. The super premium beer is an icon of authentic Spanish traditions and lifestyle and is the most awarded Spanish beer range in the world. Through the new partnership with Mahou, Budweiser Brewing Group will bolster its portfolio of best-loved beers with a truly authentic Spanish world beer, which is known and loved by consumers. Budweiser Brewing Group will also roll out an ambitious programme to build the Mahou brand in the UK over the coming months, through renewed investment and brand plans. Mahou Cinco Estrellas is an icon of authentic Spanish traditions and lifestyle and is the most awarded Spanish beer range in the world, with more than seven major industry awards for superior taste and flavour.
Paula Lindenberg, president, Budweiser Brewing Group UK&I, said: “Mahou is an incredibly exciting addition to the Budweiser Brewing Group family. Consumer preference for premium brands has continued to accelerate in the UK, with World Lager as the fastest growing beer segment. Through our new partnership with Mahou, we’re excited to offer a truly authentic and super premium Spanish World Beer to our customers, bolstering our portfolio to provide the strongest brands to best fit evolving consumer trends.”
Erik d’Auchamp, international BU managing director at Mahou San Miguel, said: “The growing popularity of World Lager provides a big opportunity for retailers and pubs alike and Mahou Cinco Estrellas offers something truly unique in the World Lager space; a contemporary beer reflecting Spain’s welcoming and extroverted approach to life.
“We’re thrilled to enter into partnership with Budweiser Brewing Group, a brewer which shares our vision to bring Mahou to even more consumers in the UK.”