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Carlsberg readies summer experiential push in UK for Mahou lager

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Carlsberg has lined up a set of experiential events over the summer for Mahou San Miguel's Mahou lager brand in the UK.

Mahou is handled in the UK by Carlsberg

Mahou is handled in the UK by Carlsberg

The activation, which kicks off on 17 June, will play to the Spanish brand's home city and will be "carefully curated to bring the taste and culture of Madrid to UK consumers". The 'Sundown Series' runs for six weeks in on-premise venues across the country.

The events include Spanish music, tapas, street art and tips on Madrid's "hidden gems".

"Spanish beer has experienced a surge in popularity in the UK in recent years," said Phoebe Small, brand manager for Mahou at Carlsberg. "We wanted to curate a moment where drinkers could immerse themselves in the story and heritage of … Mahou."

Carlsberg's UK unit holds the brand licence for MSM's portfolio in the country.

Last month, privately-owned Mahou San Miguel, which is the beer market leader in Spain, posted a near-3% lift in sales from the 12 months of 2018.

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