San Miguel Fresca launches in clear bottles

Spanish brewer San Miguel has launched its first UK brand extension in a new clear glass bottle, designed and made exclusively by O-I based on criteria set by San Miguel’s British licensee, Carlsberg UK.

At 4.4%, San Miguel Fresca is a smooth, refreshing lager that "evokes the lifestyle in Spain of social gatherings and leisure time with friends". It is billed as "the refreshing new lager from San Miguel", to be drunk with a slice of lime in the neck of the bottle.

Carlsberg UK and San Miguel brand owner, Mahou-San Miguel, has identified a growing demand for fresh world beers and believes in the great potential of Fresca, which has received excellent feedback from consumer research.

The 33cl bottle features a very long, angular neck and sloping shoulders, which aids height impression and provides an excellent grip for the drinker. Clear film labels reproduce the brand name using the San Miguel palette of red, green and white. Most of the label has a transparent background to show the greatest amount of product. The pack is capped by the standard San Miguel branded 28mm crown closure and retails in a 4-bottle multipack and 12 and 24 bottle cases.

Evan Williams, director business development northern Europe at O-I says: “San Miguel Fresca is a vibrant brand which recognises glass as a trusted packaging material that supports its positioning. We have seen tremendous growth in sales of glass packed ales over the last few years and this launch emphasises the potential of glass packed lagers to craft fresh market success for their owners.”

San Miguel's sales in the UK have increased by 42% in the last year, making it the most sold 'world beer' in the country.
 

About O-I
Owens-Illinois, Inc. (NYSE: OI) is the world’s largest glass container manufacturer and preferred partner for many of the world’s leading food and beverage brands. With revenues of $7.4 billion in 2011, the company is headquartered in Perrysburg, Ohio, USA, and employs more than 24,000 people at 81 plants in 21 countries. O-I delivers safe, effective and sustainable glass packaging solutions to a growing global marketplace. For more information, visit www.o-i.com.

.

1 April 2012 - Felicity Murray