Madrid’s premier beer brand Mahou is eyeing up markets beyond its own shores by throwing itself into a major multi-channel marketing campaign in the UK which celebrates the brand’s urbane connections.
Having already conquered an impressive 70% of the Spanish beer market Mahou has set its sights on Britain, bringing an armada of artists, musicians and chefs along for the ride when it hits London this summer.
A trio of experiential events will promote the brand, kicking off with two events in Shoreditch around Old Street Station and Curtain Road, sharing flavours from one capital to another.
A two-day takeover of Finsbury Square will follow in an assault supported by live acoustic music from Rucio Runao, Spanish DJ Iraina Mancini from The Smoking Guns and, of course, authentic tapas. Participants will also have occasion to view bespoke graffiti art created by artist Sara Vidigal.
Mahou brand manager, Phoebe Small, remarked: “Mahou embodies a city that is modern and dynamic but still in touch with its roots which is why we’re thrilled to be able to bring the heart of Madrid to London.
"We know Londoner’s are prepared to invest in quality world beers and are delighted to launch a summer of experiential events, original content and eye-catching out of home installations to share the unique energy of such a famous city.”