San Miguel Returns with Rich List Campaign for 2017

San Miguel has today announced the return of its 360-degree marketing campaign ‘The San Miguel Rich List’, following its debut year, which saw customers spending reach £470m, consuming over 180 million pints in the process.

As a result, the multi-channel campaign has returned with increased investment in cinema, print, VOD, sponsorship, with further partnership deals to be announced. 

Award-winning author, explorer and photographer Levison Wood has also been recruited to support the activation below-the-line due to his shared passion for discovery, much like the brand’s forefathers. 

The activation will return with ESI Media as the new publishing and lead partner for 2017 following a competitive pitch process. This year’s offering will provide multiple touchpoints for experience seeking consumers.

The brand will compile a new rich list of 20 individuals and collectives from across the globe that have unique, compelling and aspirational human stories that reflect the values of the brand; the bespoke supplement will go live in Autumn with ESI Media. The new partnership will see the Rich List reach the hands of 500,000 people nationwide.

This year sees the introduction of a new consumer recruitment drive for the Rich List. Experience-rich customers will be invited to nominate themselves, or others, whom they believe embody San Miguel’s life-rich ethos. Brand ambassador Levison Wood will act as a judge on the Rich List panel.

Levison Wood commented, “I am delighted to be working with San Miguel.  As someone who travels the world seeking life-rich experiences, this is an area I’m incredibly passionate about.”

Wood added: “As well as helping San Miguel curate 20 incredible stories that will inspire us all to try something different, we’re looking for people to share and nominate their own life-rich experiences with the chance of becoming part of the Rich List.”

The campaign will continue to harness the brand's philosophy of 'exploring the world’, 2017 will again celebrate people who have dedicated their lives to pursuing all things experience.  

Dharmesh Rana, Senior Brand Manager at San Miguel UK, commented: “Our objective with this campaign remains to inspire and enable consumers to experience more, we want to be known as an experience brand as well as a premium beer brand; encouraging our customers to share those experiences with friends over a pint of a San Miguel.”

Rana added: “Following our most successful year in 2016, we’re looking forward to continued growth throughout 2017.  We have ambitious commercial objectives but are confident the campaign can exceed those expectations while staying true to our brand ethos."