San Miguel's alternative Rich List is being brought back this year, after a successful debut in 2016. The campaign's focus is on finding and compiling an 'alternative' rich list of 20 individuals and collectives that are rich in life experiences.
Last year's campaign helped to achieve a customer spending reach of £470m, consuming more than 180 million pints in the process.
In 2017, the campaign will have more of an experiential focus with a three-day event in central London in July.
The brand has also announced ESI Media as the new publishing and lead partner following a competitve pitch process. The brand will work with ESI Media to compile the new rich list of 20 individuals and collectives from across the globe that have unique and aspirational human stories which reflect San Miguel's ethos. The bespoke supplement is set to go live this autumn, and the new partnership with ESI Media will see the Rich List in the hands of 500,000 people across the UK.
In addition, author, explorer and photographer Levison Wood has been recruited by San Miguel to become the Rich List's brand ambassador. Wood will also act as a judge on the Rich List panel, which forms part of a new consumer recruitment drive. Experience-rich customers will be invited to nominate themselves, or others, who they believe embody San Miguel’s life-rich ethos.
Dharmesh Rana, senior brand manager at San Miguel UK, said: "Our objective with this campaign remains to inspire and enable consumers to experience more. We want to be known as an experience brand as well as a premium beer brand; encouraging our customers to share those experiences with friends over a pint of a San Miguel. Following our most successful year in 2016, we’re looking forward to continued growth throughout 2017. We have ambitious commercial objectives but are confident the campaign can exceed those expectations while staying true to our brand ethos."
Last year's event took place in November, and invited guests to Somerset House to learn about 19 inspiring individuals who are 'rich' in life experience rather than wealth.
More: Beavertown brewey will stage a beer festival at London's Printworks in September, inviting guests to celebrate craft beer. This weekend (12-13 April) Singha Beer will bring Thai New Year to life with an event on the River Thames.
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