Mahou San Miguel accelerates its diversification and international expansion strategy with the launch of “Vamos by Mahou”, a non-alcoholic carbonated malt drink created specifically for the Middle East and debuting in Egypt as its first market. The movement responds to the sustained growth of this category in the region, which has registered a double-digit increase in the last year.
It is its first innovation conceived from the beginning for a specific international market.
The proposal represents a milestone for the company, as it is the first innovation conceived and developed from the beginning for a specific international market, moving away from the usual export model of existing brands. The goal is to adapt to local consumption habits, cultural restrictions and flavor preferences.
“Vamos by Mahou is an example of our international ambition and how we are capable of reaching new markets with differential proposals adapted to local tastes”explains Elena Reviriego, General Director of the International Business Unit of Mahou San Miguel, who emphasizes that the drink was created to respond to a specific need in the Egyptian market.
In can format, the brand is presented in four varieties: a classic roasted malt version and three flavors developed to connect with the local palate – pineapple with caramel, apple with cinnamon and peach with vanilla -, providing a differential positioning within an expanding category.
For its landing in the region, Mahou San Miguel has teamed up with Everbrook, a local partner with experience in food and beverages in the Middle East. According to Ahmed Nabil Hayel Saeed, President of Everbrook, Egypt acts as an initial market for a project with a regional vocation: “Consumer preferences are rapidly evolving towards high-quality non-alcoholic alternatives. Egypt is a natural starting point to scale the brand to 22 other markets.”
Currently, “Vamos by Mahou” is already available in the Food channel in Egypt and, in the coming weeks, it will be extended to Hospitality and convenience stores, reinforcing its presence in the main consumption points.
Alcohol-free as a strategic lever
This launch is part of Mahou San Miguel’s structural commitment to the non-alcoholic segment, which already represents close to 30% of its sales volume. In Spain, the company has reinforced this line with brands such as Refeel, a natural, low-calorie energy drink, or Café 170º, its own proposal for the hospitality industry.
The arrival in Egypt reinforces the international presence of Mahou San Miguel outside its traditional markets. The company is present in more than 70 countries, and international sales already represent 21% of its beer business.
With “Vamos by Mahou” it enters the Middle East, through a growth model based on local innovation, strategic alliances and cultural adaptation, keys to competing in categories where alcohol consumption is not an option.
