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Mahou-San Miguel launches Brewers | Food Service Magazine
How could it be otherwise the Spanish brewery Mahou San Miguel, launched “The Brewers”, to contribute to the promotion of knowledge about the fermented most consumed in our country, Beer.
The initiative is part of its commitment to promote the culture around this drink and that responds to the boom that the sector has been experiencing in recent years.
Consumers of all ages and especially the concerns of knowing more about their origins, manufactures, types of ingredients, etc., has made this initiative a unifying force not only for the general public, but also for hospitality and retail professionals. , to learn more about the different types and categories of beers.
Under the motto “The more you know, they taste better”, the aim is for the consumer and the barista to know and feel an authentic 360º experience focused on the Premium segment, with the aim of learning, discovering, enjoying and sharing the whole universe of beer. offers.
The project manifesto published on the loscervecistas.es website perfectly describes this feeling:
“Enjoy beer in its full splendor”
A clear objective is looming on the horizon, to convert consumers into true ambassadors of the drink and above all evangelizers of a new culture of love for beer, which until now was residual in our borders, but which is breaking the mold in recent years. years.
Beer as a rising trend
Knowing the different varieties of Premium beer and learning to identify and enjoy them is one of the legs of the project that is expanded with tasting notes, pairings, classifications by style or differences between the production processes.
By registering on the website created for the occasion, you will be able to access a sea of contents that, apart from being exclusive, are a true treasure to learn even more about the products that the multinational beer company sells.
The way of presenting the products will be segmented into three great worlds to discover, based on the different ways of making beer:
- The extra selection, formed by beers with an extra point in flavor, graduation and ingredients.
- Traditional styles, with centuries-old recipes that gave rise to modern beers.
- Current trends, which are promoting local beers, signature beers and craft beers.
This project is not limited to the online world, but will also have an aspect in the channels of Hospitality and Food.
In this way, “Los Cervecistas” will be present at all times, improving the shopping and consumption experience, while promoting consumer knowledge so that they can better choose between existing varieties.
For this, training activities will be developed, such as tastings, workshops and beer routes. Likewise, training programs for shoppers will be promoted and product tests will be carried out at the different points of sale.
The activities will begin in Madrid and Barcelona and, progressively, will be extended to the rest of the cities of the national territory.