Carlsberg has lined up a substantial marketing push for the San Miguel beer brand in the UK.

The company, which took over the licensing agreement for Mahou San Miguel's flagship beer brand in the UK last October, said late last week that it will spend in the region of GBP7m (US$10.2m) on a marketing initiative to support San Miguel in the country this year.

The campaign includes a television advert, which starts running from 9 May and is backed by outdoor posters, regional print and cinema ads, while experiential activity at major train stations throughout the UK will push  trial amongst target consumers.

In the UK on-trade, Carlsberg said it will launch a new stand-alone branded font and an enamel chalice glass for San Miguel. Both are "inspired" by the brand's presentation in continental Europe and build on San Miguel's Spanish heritage, the company added.

"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," said David Scott, customer marketing director for Carlsberg UK.

"By introducing more premium, European-influenced glassware, drinking a San Miguel will become a quality experience in itself. Our ATL (above-the-line) campaign encourages consumers to make the most of their time with a San Miguel, and the new glassware and font really reinforces this."