As spring turns to summer, beer giant San Miguel has given its packaging a fresh, sun-kissed makeover. This isn't just about aesthetics; the new design is the result of advanced neuroscience tools like EEG and eye-tracking technology, ensuring maximum impact on store shelves.
The redesign aims to boost brand recognition and reinforce San Miguel’s premium status while rolling out across Europe. Sunny Mirpuri from Budweiser Brewing Group explains: 'San Miguel has a strong association with Spanish sunshine and holiday moments.'
Ed Hussey, senior brand manager for San Miguel UK, notes that the clocks going forward signals more outdoor socialising, making this an ideal time to refresh perceptions.
The new packaging leans harder on green hues and is smoother in its overall look. Testing shows it evokes stronger emotions and higher perceptions of 'premiumness'. With over 30 years in the UK market, San Miguel’s refreshed identity couldn’t come at a better time.
