San Miguel is entering the summer trading period with the relaunch of its “Spanish Summer, No Matter When” campaign and the rollout of a refreshed brand identity across Europe, including its home market, Spain, and the UK.
Timed to coincide with the start of British Summer Time, new research1 commissioned by the brand shows 50% of the population in the UK view the clocks going forward as the unofficial start of summer, while 6 in 10 say lighter evenings improve their mood.
The findings highlight the strong link between longer evenings and increased social occasions, with 57% of consumers saying they are more likely to socialise outside the home, including visiting pubs, bars and restaurants.
San Miguel — the UK’s best-selling Spanish beer brand in the off-trade2 — is using the moment to relaunch its Spanish Summer platform, designed to capture the energy and spontaneity associated with Spanish lifestyle.
Alongside the campaign, the brand is introducing a new visual identity across Spain and key European markets, including the UK, inspired by San Miguel’s warm Spanish heritage while reinforcing its modern premium positioning.
The refreshed design will roll out across the UK range from March, enhancing shelf standout in retail and visibility at the bar as the category moves into peak summer trading.
Consumer research also highlights the seasonal importance of beer occasions, with 1 in 5 (20%) adults associating lager with summer, and 1 in 4 (24%) linking pub garden visits with summer moments.
Ed Hussey, senior brand manager for San Miguel UK, said: “The clock going forward consistently marks a shift in consumer behaviour. It’s the moment when we start making more spontaneous plans, meeting friends after work and returning to outdoor social occasions. For many, it genuinely feels like the unofficial start of summer.”
Sunny Mirpuri, Partnerships Director at Budweiser Brewing Group, added: “San Miguel has been part of the UK market for over 30 years and is strongly associated with Spanish sunshine and holiday moments. With the relaunch of Spanish Summer and the introduction of our refreshed packaging, we’re reinforcing those cues as we head into the key trading period for the category.”
The integrated campaign will run nationwide across TV, out-of-home and social media from March 29th, supported by limited-edition retail packaging and on-trade promotions.
Promotional activity will include a nationwide competition offering consumers the chance to win a trip to Ibiza and other prizes, designed to drive engagement during the summer months.
For more information visit https://www.sanmiguel.com/uk/ or follow @sanmiguel_uk on social media.
(1) All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2112 adults. Fieldwork was undertaken between 16th – 17th March 2026. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).
(2) NielsenIQ Total Cov MAT February 2026
