San Miguel

San Miguel – La Vida de San Miguel


San Miguel was looking to drive premiumisation & brand awareness. The objective was to create an event series that would appeal to the young, AB urbanites. These events were to get people to consider San Miguel as a 'premium beer' and become loyal San Miguel drinkers.  San Miguel wanted to be associated with reward and celebration occasions.

Our response

We created ‘La Vida De San Miguel’, an event to bring the brand to life and increase brand recognition among guests. We created bespoke San Miguel builds, including a branded arch, Instagram wall, bar facade and tapas bar. There were beautiful touchpoints throughout the event to captivate the attendees.  A bespoke tapas menu was created by chef Eric Matthews which he talked through at the event. We brought the summer vibe with a sax and DJ duo. Guests had the opportunity to get a personalized illustration on San Miguel branded paper as a memento of the night.


The response to each element of the campaign was extremely positive, with

  • The capacity of the space for the event was 80 people. However, there was an over-subscription of almost 1,200 guests looking to attend the event.
  • A variation of 1,400 tapas was served on the night.

Client Testimonial

“Neon have managed two events for me this year, La Vida de San Miguel & The 5 Lamps re-launch event. The team were absolutely brilliant to work with. They made the whole process as seamless as possible, and their attention to detail was incredible. The team immediately understood what we were trying to achieve and proposed lots of great ideas about how we could bring the brands to life for the Irish consumer. Thanks to Neon’s hard work, both events completely exceeded my expectations, and feedback from consumers was very positive. The venues where the events took place were also highly complementary of Neon’s work. The Neon team are very supportive, proactive, and they work really well as part of an inter-agency team. I really look forward to working with Neon again in the future!”

Siobhan Casey – San Miguel

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Neon Ireland

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