Mahou San Miguel He is betting on the diversification of his portfolio. After the launch last April of “Los Cachis”, a brand that encompasses wine -based drinks such as Kalimotxo, Summer Tinto, Sangria and Rebujito; has now launched New Drinks. It is a marketplace and an open innovation platform focused on disruptive drinks and the anticipation of consumption trends.
As the company explains in a statement, New Drink is an initiative oriented to the Discovery and the connection between emerging brands and consumers. “Its objective is to energize the beverage sector in Spain, generating opportunities for entrepreneurs outside the beer company with innovative and differential proposals, whether local brands or international references that seek to consolidate in the national market”, He explains.
Mahou San Miguel has officially presented New Drinks at South Summit, business event held in Madrid between June 4 and 6. Marketplace is available in Amazonafter a pilot phase of several months, and brings together functional drinks, like Go & Fun or Artio; energy, like the kombucha kom go; de Low alcoholic graduationlike Phunk Tequila or Ish; and natural soft drinks, Like Why Not or Linda.
The current proposal reflects the company’s interest in booming categories within the universe without alcohol. It is a growing segment that responds to the demand for healthier options, functional and sustainable by the Spanish consumer. After the four categories contemplated by the Marketplace are composed of proposals without alcohol and that incorporate ingredients with benefits such as hydration, improvement of performance or digestive well -being.
In this sense, New Drinks will help Mahou San Miguel reinforce as a dynamizer of the beverage sector and to expand your offer through the Trends identification in the national and international scene. The ultimate intention is to accelerate the arrival of new references and connect more and better with an increasingly demanding, informed and open consumer to discover different experiences.
“The platform allows Mahou San Miguel to detect market signals, deepen the emerging preferences of the Spanish consumer and analyze the potential for the development of new small -scale drinks that would eventually end up expanding the portfolio of leading brands of the company”, Commented Guillermo Arrieta, general director of Transformation and Information Systems of Mahou San Miguel, in the statement.
