Exclusive: Carlsberg brings Mahou to the UK
Mahou 5 Estrellas, the official beer of Real Madrid and Spain's top football division La Liga, is on its way to UK pubs and bars, following a new deal between its brewer and Carlsberg UK.
Mahou (pronounced Ma-o), is made by the same brewer that makes San Miguel brand — Grupo Mahou San Miguel — which Carlsberg also distributes in the UK. It is the number one beer in Spain where it has a market share of 18%.
The company is hoping the brand will tap into the growth of world beers in the UK, director of brands and insight Paul Davies told the Morning Advertiser.
"Mahou ticks all the boxes for the world beer category, the fastest growing sector in the beer market," he said. "It's a beer with real heritage in its home market and will really appeal to beer explorers who have a desire to try high-quality imported beers with genuine provenance."
The beer will be available from later this month in both 330ml bottles and on draught. Branded glassware and PoS kits will help support the launch with further activity planned for the New Year.
"Thanks to our great relationship with Grupo Mahou San Miguel we are delighted to be able to add Mahou 5 Estrellas to our UK portfolio of leading world beer brands," Davies said.
