Carlsberg takes on San Miguel distribution

Carlsberg will take over full responsibility for the production, marketing, selling and distribution of San Miguel in the UK from November 1. San...

Carlsberg will take over full responsibility for the production, marketing, selling and distribution of San Miguel in the UK from November 1.

San Miguel - Britain's biggest-selling world beer brand, according to Nielsen data - had previously been distributed by Scottish and Newcastle (S&N). It follows Carlsberg and Heineken jointly assuming ownership of S&N's UK brewing and pub operations, as well as the group's businesses in a number of European markets, in March.

The licensing and distribution agreement is with Spain's Mahou San Miguel group. A spokesman said: "We are delighted to have signed this agreement with Carlsberg UK. We are confident that the team at Carlsberg is well placed to unlock San Miguel's potential within the UK on-trade over the coming years, maintaining the brand's momentum".

Carlsberg UK has set aside a "significant" budget to support the brand, including a marketing programme that will be unveiled to customers over the coming months.

Carlsberg head of on-trade customer marketing Dave Scott said: "We are really excited about this latest addition to the Carlsberg family. San Miguel has real scale in the on-trade."

A Carlsberg representative will be contacting all on-trade customers shortly to ensure the transition is a smooth one.