Beverage / Glass

The Bottom Line

BP1012_BL_Img1_I.jpgIn 1993, Spanish brewing company Grupo Mahou-San Miguel launched its premium beer San Miguel 1516 based on the principles of the Germanic beer purity law of 1516, which states that beer can only be produced with water, malt, hops and yeast. Over the past ten years, the drink has made a name for itself in Spain as a refreshing beer with a distinctive taste. However, according to the brand, “The previous packaging wasn’t playing the role of a premium flagship in the San Miguel portfolio.” Not only that, the packaging was allowing some buyers to be misled. “Consumers confused San Miguel 1516 with a strong beer whereas it is actually a Pilsen lager,” the brand adds.

Therefore, the company partnered with brand design agency Design Bridge to revamp the beverage’s packaging. The large gold foil label was replaced with the name 1516 embossed on the glass. At the bottom of the bottle, the message, “According to the Law of Purity,” alerts consumers to the brand’s historic brewing technique.

THE BOTTOM LINE: Since the beer’s April launch, there has been a 20 percent increase in volume on the off-trade channel and a 24 percent increase in weighted distribution (from 23 percent to 47 percent). There has also been an increase in brand awareness with a 3 percent increase in Barcelona, 6 percent increase in Madrid and 15 percent in Valencia. According to the brand, “The new design has been tested and the results clearly indicate a significantly higher overall evaluation among consumers, [with] 95 percent rating the new design as good-excellent.” 

Design Bridge,

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.



Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

2/24/15 2:00 pm EST

Packaging Matters™ — Packaging Satisfaction: Why it’s on the Rise, and How to Continue the Momentum

Packaging Matters™ is MWV’s annual study of the role of packaging in product satisfaction. We study packaging because it matters to brand owners, retailers and consumers around the world. This year’s research focuses on Brazil, China, France, Germany and the U.S. In the third year of the study, we will share global trends associated with packaging satisfaction, product safety, and the effect packaging has on consumers when shopping in-store and online.

Brand Packaging Magazine

april brandpackaging

2015 April

The April 2015 issue focuses on Sustainability plus much more. You can also read the issue at the Digital Editions.

Table Of Contents Subscribe


BRANDPACKAGING Design Gallery Volume 12

Design Gallery is a design annual with a global perspective on the best consumer packaging turned out in 2014.

More Products


facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.pnggoogle plus  

Consumer Insight

Interesting tidbits on specific demographics and consumer packaged goods in expanded infographic form as well as articles on new industry research and trends.

consumer insight