SAN MIGUEL: Somerset House Terrace Bar with San Miguel
Action: Creating a premium experiential partnership
San Miguel wanted to partner with a destination location that offered a premium experience which the beer brand could bring to life through an experiential partnership. The experiential had to have longevity, increase consumer interaction with the beer brand and deliver PR value.
Creates: Becoming the official beer partner of Somerset House
We secured a partnership with Somerset House and launched the Somerset House Terrace Bar with San Miguel which ran from March through to September. San Miguel’s philosophy is that you become rich through experience and the Somerset House Terrace Bar with San Miguel provided beer drinkers with the chance to experience a great range of San Miguel variants, a tapas-style food offering and live music, at one of the capital’s most scenic terrace bars.
As the exclusive UK home of the San Miguel Tap Station, the Somerset House Terrace Bar with San Miguel served five blended specialty beers inspired by the brand’s journey around the world, only available at Somerset House. Food lovers could enjoy small plates prepared by some of London’s most exciting chefs and inspired by San Miguel’s Iberian connections. All dishes were specially created to complement the wide range of beers available, which includes the speciality beers on offer, as well as San Miguel Especial, San Miguel Selecta, San Miguel Gluten Free, and San Miguel 0,0%.
The partnership also saw San Miguel become the official beer partner of Somerset House meaning it was available at both the Summer Series with American Express and Film4 Summer Screen.
Impact: A premium destination tying in to the rich cultural programme at Somerset House accompanying incredible experiences and providing access to exclusive UK Tap Station beers to over 1 million visitors
- Beer sales overall 29% of total Terrace revenue including Tap Station range
- Overall spend per head at the Terrace bar increased by £1.78 per person on average
- 30,000 cumulative attendees with exposure to San Miguel to the Summer Series and Summer Screen events in the Somerset House courtyard
Click here to see our work with San Miguel on the San Miguel Rich List.