San Miguel, the UK’s favourite Spanish beer, will this week host a three-day interactive consumer event in central London, targeting adventure seekers and inspiring them to celebrate life’s riches.
Taking place between 19-21 July, The San Miguel Experience will be housed in iconic London venue, One Marylebone, and will include a range of exclusive masterclasses, live demonstrations and workshops.
Guests will be treated to the UK premier of Birdly, a critically acclaimed Virtual Reality experience that recreates the wind, sights and even smells of flight. Birdly will transport guests to the clouds above New York, soaring over the city’s iconic skyline in a first for UK shores.
Other activities will include a talk from explorer, photographer and San Miguel brand ambassador Levison Wood, a masterclass in stunning pastry creations from Willem Verlooy and fascinating tips from photographer and Instagram influencer Mike Kus. Each have been designed to tap into the increasing consumer demand for meaningful experiences over material possessions.
A prominent and stylish bar will provide refreshments throughout the event, serving a selection of San Miguel beers, including some previously unavailable in the UK. The beers will be available both in bottles and on draught via Carlsberg UK’s innovative Draughtmaster system, a convenient and compact beer dispense solution that offers venues with limited space the chance to serve premium lager and beer of consistently high quality, using 20 litre PET kegs and replacing Co2 with an in-built air compressor.
Liam Newton, vice president of marketing, Carlsberg UK said: "We are incredibly excited to bring our 2017 campaign to life through The San Miguel Experience. Inspired by San Miguel’s founding family who were explorers and adventurers, we aim to create an unforgettable experience for everyone, while raising the profile of the brand among experience-hungry, aspirational individuals.”
The activity will run in conjunction with the brand’s on and off-trade activity, as well as the search to find 20 life-rich individuals and collectives from across the globe to appear in the San Miguel Rich list 2017, which will be published in the national media in the autumn.