Carlsberg's UK unit is launching the first ever TV campaign for its San Miguel Fresca brand.

The ad, to start running this weekend, is part of of a wider GBP6m UK marketing spend on the brand extension, the brewer said today (23 May). According to Carlsberg, the 4.4% abv beer, launched last year now has a 15% share of the "easy drinking" lager category. 

David Scott, director of brands & insight, Carlsberg UK, said: "Easy drinking beers account for one in five UK sales of bottled beer and the combination of this innovative new brand with the credibility of San Miguel has proven to be a hit with younger lager drinkers on a night out or getting together with friends at home.”

A new Facebook page for San Miguel Fresca is also being launched to coincide with the ad campaign.