Mahou San Miguel

Mahou San Miguel is Spain’s largest beverage company. With more than a hundred years of history, it has been a consistent market leader in terms of business and positive societal impact, both through employment opportunities and connections within the hospitality sector.

The strategic project that we undertook at Erretres sought to connect the corporate Mahou San Miguel brand with society at large. It aimed to consolidate the company’s leading position within the sector and highlight its portfolio of iconic products, brands, business, initiatives, and projects.

As opposed to its iconic consumer brands that speak directly to consumers, the corporate brand had always been timid in its dialogue. In order to connect with people and spark conversations, we partnered with the Mahou San Miguel team to understand the brand’s purpose and consolidate the brand’s differential essence.

We began by analysing all of the company’s areas and brands, followed by a thorough benchmark of the competitive context. We concluded this process with the definition of a value proposition linked to the company’s positive action for the progress of society as a whole, understood in the widest possible terms: economic, social, sustainable, cultural, etc.

Once the purpose had been defined, we were able to complete the brand’s strategic platform and propose an architecture of brands and sub-brands. This organises the entire portfolio, giving it structure and meaning based on the brand idea. We used this to optimise the company’s communication of its value proposition and comprehensive offer, both internally and externally. This exercise has brought benefits for both the corporate brand and its consumer brands.

Finally, we worked on adjusting the brand’s visual identity in order to respond to the new strategic platform.