Carlsberg UK has launched a GBP7m (US$10.2m) marketing initiative for its recently acquired San Miguel beer brand.

The campaign will involve a TV campaign to launch on 9 May, supported by outdoor posters, regional print and cinema ads.

The campaign dramatises the fact that San Miguel is the "perfect beer for winding down and relaxation", the company said this week.

To support the launch within the on-trade, Carlsberg UK is launching a stand-alone branded font and enamel chalice glass. The campaign will also be supported through the group's on-trade web portal, 'We Deliver More', where customers can order branded POS and promotional material.

David Scott, customer marketing director for Carlsberg UK said: "San Miguel is an incredibly exciting addition to our portfolio of beers, and we are very pleased to announce heavyweight investment into the brand to help our on-trade customers sell more.