San Miguel moves upmarket with new bottle

New San Miguel bottle

Carlsberg is refreshing its San Miguel bottle with an updated design that reflects the brand’s heritage and roots in exploration.

The new bottle features its new logo incorporating a globe with the message ‘Exploring the World Since 1890’, together with the San Miguel ribbon. Embossed lettering at the foot of the bottle is intended to give a premium look.

The brand’s secondary packaging has also been updated to include imagery of its new chalice glass and bottle design. The new bottle and secondary packaging will be available from late March.

The refresh is part of an ongoing programme of premiumisation for the brand which saw a 27% increase in off-trade sales during 2015. It follows on from the launch of a new can design in November that features the new logo and a matt white finish.

David Scott, Marketing Director for Carlsberg, said: “In the UK, demand for premium beers with heritage and authenticity continues to grow. San Miguel has an amazing history full of adventure, exploration and optimism and it’s the brand’s quality since 1890 that continues to be celebrated in all corners of the globe.

“2016 promises to be a big year for San Miguel, and the new premium packaging is just one piece of an exciting programme of activity – more of which will be revealed soon.”