Into the New World
Mahou San Miguel’s investment in new ideas has evolved in tandem with exploration into new markets via partnerships and acquisitions.
While the UK remains d’auchamp’s most significant source of international revenue, boosted by a bumper summer of sport and hot weather, a number of forays into other territories are bearing fruit.
Carlsberg is an important distribution partner in the UK, and this year the two signed another deal involving the distribution of the Danish brand in the Canary Islands.
In America, Mahou San Miguel is building on a successful partnership with craft brewery Founders, which it bought a 30 percent stake in at the end of 2017. Earlier this year the Spanish firm also acquired 30 percent of Avery Brewing, another American artisan business. D’auchamp adds: “This is a great team out in Boulder, Colorado. It is one of many agreements we have struck in 2018, be it partnerships like Avery or distribution agreements like the one we have agreed with German family- owned business Warsteiner, who will distribute for us in Germany.” The southern half of the Americas is another key strategic target, the Company eager to explore opportunities in new markets over the next year or so. Having solidified its presence closer to home in the likes of the UK and continental Europe, the New World is where d’auchamp’s lens lies. He concludes: “We hope to become a lot more international than we are now, and we want to do that by expanding more into craft.
Norwich, in the East of England, is one city to have embraced the German tradition, using the proceeds to fund programmes for disadvantaged young people in the area