Mahou San Miguel has appointed Marcos de la Torre Muñoz as the new General Director of Marketing. The manager assumed his responsibilities on November 2 and joins the company’s Executive Committee, from where he will lead the group’s global marketing strategy, with special attention to the evolution of its brands, innovation and the development of new beverage categories.
His incorporation comes after the departure of Emmanuel Pouey, who left Mahou San Miguel in May of this year, after just over four years at the head of the Marketing department. Pouey had arrived at the company in January 2022, from Raventós Codorníu, to succeed César Hernández. During his time he was in charge of the strategy of brands such as Mahou, San Miguel, Alhambra or Solán de Cabras, in addition to also being part of the Executive Committee.
He has more than 25 years of experience in the beverage sector, both in Spain and internationally.
The replacement places a professional with more than 25 years of experience in the beverage sector, both in Spain and in international markets, at the head of Mahou San Miguel’s marketing. His career covers categories such as soft drinks, spirits and wines, as well as responsibilities linked to brand management, innovation and business development.
Graduated in Business Administration and Management, Marcos de la Torre began his professional career in consulting before joining The Coca-Cola Company, where he developed a good part of his career for 18 years. During that period he held different positions of responsibility in marketing and innovation, both in the Spanish market and internationally.
In 2017 he joined Suntory Global Spirits as Senior Marketing Director for Spain. Later, in 2023, he assumed the global direction of Marketing at González Byass, a position he held until his arrival at Mahou San Miguel. In this last stage he worked on the transformation of the company’s marketing function, the definition of its global brand strategy, the promotion of innovation and the evolution of its digital ecosystem.
His appointment responds to Mahou San Miguel’s desire to reinforce the role of marketing in a period marked by the diversification of the business and the evolution of its product portfolio. Although beer continues to be its main activity, the group has progressively expanded its presence in other categories, including mineral water, wine-based drinks, energy drinks, vermouth and coffee.
This diversification poses new challenges for brand management and the relationship with consumers, by combining consolidated brands, such as Mahou Cinco Estrellas, San Miguel Especial, Alhambra Reserva 1925 or Solán de Cabras, with the development of products and proposals aimed at new consumption occasions.
Mahou San Miguel, a Spanish family company with more than 135 years of history, is present in more than 74 international markets and has a workforce of more than 4,400 professionals. It has twelve brewing centers, nine in Spain and three in the United States, as well as four natural mineral water springs.
