In Hong Kong, 2018 marked SMBHK’s 70th anniversary. This milestone was celebrated with a series of initiatives designed to strengthen San Miguel Pale Pilsen’s equity and fortify affinity to the Hong Kong market.
SMBHK kicked off the campaign with the launch of limited-edition commemorative bottle of San Miguel Pale Pilsen reminiscent of its original packaging dating back from 1948.
The company also introduced the San Miguel Pale Pilsen Hong Kong district cans. Released in phases, these limited-edition cans came with special designs featuring the distinct characteristics of Hong Kong’s 18 districts. The campaign was supported by various above-the-line and below-the-line promotions.
Since its entry in the Hong Kong market, San Miguel has flourished and has become part of the Territory’s everyday life, endearing itself as a truly local beer. To this day, San Miguel is the only major beer player having a local brewery in Hong Kong able to produce and deliver the freshest and best-tasting beer of consistently high quality no other imported beer can offer to consumers.