WE CREATE EXPERIENCES

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Experiences to be enjoyed

En 2018, we continued offering our consumers the opportunity to live truly differentiating experiences around our products.

WE PROMOTE BEER CULTURE

Cultivating knowledge about beer is a priority for us. That's why we create spaces where consumers can enjoy and learn about this beverage.

La Cervecista: we reinvent the purchasing experience

With this philosophy, 2018 saw the birth of La Cervecista, a store specialising in beer that offers a long list of local, international and craft varieties. Located in Madrid, it is staffed with expert professionals who advise consumers so that they can enjoy a totally new and differential purchasing experience.

We opened the doors of our breweries

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Last year we again organised open houses at our Alovera, Burgos, Granada and Málaga plants in order to cultivate beer culture and bring our brewing processes to the public. During the visits, the attendees were able to participate in activities like beer brewing workshops, tastings with food pairings, and learning to pour the perfect draught beer.

Mahou beer space

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Mahou opened a pop-up space very close to Alonso Martínez plaza in Madrid where consumers were able to find the brand's latest products, sample varieties not yet launched to the market and learn how they are brewed in the microbrewery located in the same establishment. Another example of Mahou's brewing mastery.

Lifestyle space at the Madrid Airport

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Travellers who passed though Terminal 4 of Adlfo Suarez-Madrid Barajas airport in July 2018 were able to enjoy a welcoming space for finding out about the products in the Mahou Lifestyle collection.

WE HAVE A VITAL CONNECTION TO MUSIC AND THEATRE

Vibra Mahou

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We strengthened our commitment to music through the launch of Vibra Mahou, a platform of Mahou Cinco Estrellas where consumers lead the way by choosing the music that will make them vibrate. The initiative encompasses various tours and festivals all over Spain.

Exploratorium

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With San Miguel Selecta, we launched a travelling pop-up space that toured different cities in Spain. In them, consumers experienced sensory tastings, food pairings and sense-theatre performances scripted by Nacho Novo and directed by Miguel Alcantud. A unique experience in which they were also able to discover more than 40 ingredients used in beer brewing in different countries around the world.

Momentos Alhambra en el Escenario

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The Teatro Principal in Alicante once again was the stage for this series of free acoustic concerts featuring performances by Soleá Morente, Rufus, T. Firefly and Funambulista, among other artists.

Granada Distrito Sonoro by Alhambra

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We filled the main plazas of Granada with a series of free concerts that included all musical styles. The festival closed with a concert by the local group Niños Mutantes.

Founders Madrid Beer & Music Fest

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Encouraged by our American partner, Founders Brewing, we held the largest craft beer festival in Madrid. For two days, attendees enjoyed the varieties of 50 craft brewers from around the world, of which a dozen were presenting their products for the first time in Spain.

PERFECT TANDEM WITH GASTRONOMY

Mahou Urban Food Festival

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Our famous Mercado de Sabores evolved this year to become Mahou Urban Food Festival, which attracted thousands of visitors. The event paired the good taste of our beers with workshops, showcooking sessions, and a wide variety of music and gastronomy options.

Granada de Tapas

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With Cervezas Alhambra, the city of Granada experienced the tenth edition of the Granada de Tapas gastronomy contest. An event held to elevate the gastronomic quality of the province and support its on-trade sector.

Oktoberfest in Madrid

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For the fifth consecutive year, we organised the most international beer festival with Madrid's WiZink Center. Over 25,000 people showed up to enjoy our international brands, which accompanied typical dishes from German gastronomy.

San Miguel Bilbokatessen

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As part of the San Miguel Food Explorers initiative, we held the fourth edition of this event at which, in addition to sharing the best gastronomic offer, the "Best Pintxo of Bilbao" was awarded, which was won by the chef Borja Etxebarria.

Canary Island Gastronomy Awards

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In collaboration with the newspapers La Opinión and La Provincia of the Canary Islands, Mahou awarded these prizes for the fifth year. The goal is to recognise the quality and innovation of the Islands' gastronomy and hospitality professionals.

WE SUPPORT ART AND FASHION

ARCOMadrid

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In their commitment to promoting artistic talent, Alhambra and Solán de Cabras participated for another year in the ARCO contemporary art fair.

Our beer brand awarded the "Cervezas Alhambra Emerging Art Prize", in its second edition, while Solán de Cabras presented the third edition of the Arte Prize, with sustainability as the central theme.

Alhambra in Madrid Design Festival

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The Central de Diseño de Matadero Madrid space hosted the presentation of "El Patio", the latest work by Nacho Carbonell, created in collaboration with Cervezas Alhambra using barely paste and over 10,000 bottles from our brand.

Solán de Cabras supports emerging talent in photography

The water brand held the second edition of #PuraNaturaleza, a photography contest focused on the environment, within the framework of PhotoESPAÑA 2018, with the goal of promoting young talent.

WE PROMOTE SPORTS AND WELL-BEING

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Solán de Cabras wanted to once again highlight the importance of sports and healthy lifestyle habits by holding, for the second year in a row, a macro event in Madrid in which over 500 people participated. They demonstrated the health benefits of practicing YogaRun, a discipline that combines the benefits of Yoga and Running.

NEW LIFESTYLE COLLECTIONS

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We continued developing our lifestyle products store and, with great fanfare, launched the Mahou Collection, co-branding with prestigious brands like Jimmy Lion and Mr.Boho.