San Miguel is one of the most recognisable beer brands globally, but its origins may surprise many. Founded in 1890 in Manila, Philippines—then a Spanish colony—San Miguel introduced beer to a region where it was virtually unknown.
The brewery was named after the historic district of San Miguel in Manila and opened its doors on the feast day of Archangel San Miguel, providing an immediate marketing advantage.
San Miguel quickly found success in Asia, expanding to trade hubs like Guam, Hong Kong, and Shanghai. When the Philippines became an American colony in 1898, San Miguel gained access to new markets in the US territories. By the mid-20th century, it had become the most consumed beer in Asia.
The visionary behind global expansion is Andrés Soriano
Andrés Soriano, born in Manila in 1898, played a pivotal role in transforming San Miguel into a global brand. The grandson of one of the founders, Soriano started as an accountant but quickly rose to become acting director at just 21 years old. He introduced progressive policies for employees, including pension plans and sick leave benefits.
Soriano’s leadership expanded San Miguel’s footprint beyond Asia, diversifying into markets such as soft drinks and even mining. In 1941, he purchased Philippine Airlines, further cementing his influence in the business world. His political connections, particularly his support for Francisco Franco during the Spanish Civil War, strengthened San Miguel’s presence in Spain.
San Miguel’s expansion into Spain
San Miguel entered the Spanish market in the 1950s. In 1953, Spanish entrepreneurs Enrique Suárez and Antonio Zuloaga secured rights to produce San Miguel in Europe and Africa. The first European San Miguel beer was brewed in Catalonia, and by 1957, the company had established a brewery in Lleida.
This marked the beginning of San Miguel’s rise in Spain. A second brewery opened in Malaga in 1966, and in 2017, the company relocated its headquarters to Malaga due to political instability in Catalonia.
Becoming a global icon since the 1960s
San Miguel grew rapidly, becoming a household name in Spain and expanding internationally. The 1990s saw the brand transform into a multinational corporation. In 2005, Cervezas San Miguel merged with Mahou, forming the Mahou-San Miguel Group, one of Spain’s largest beer producers.
The brand continued to innovate, launching Spain’s first alcohol-free beer in 2001. Today, San Miguel is sold in over 50 countries and continues to expand into new markets.
San Miguel’s role in Spanish beer culture
San Miguel is not only one of the best-selling beers in Spain but also a key player in popularising Spanish beer internationally. It has shaped drinking habits in Spain, becoming a staple in bars, restaurants, and homes across the country.
San Miguel is also a favourite among holidaymakers visiting Spain. Its crisp, refreshing taste makes it a go-to choice for tourists enjoying the sun-soaked beaches, bustling city squares, and lively tapas bars. For many, sipping a cold San Miguel has become synonymous with the Spanish holiday experience, creating lasting memories tied to the brand.
While its roots are in the Philippines, San Miguel has fully integrated into Spanish culture. The brand’s journey from a small brewery in Manila to a global beer powerhouse is a testament to entrepreneurship, cultural exchange, and the power of a good product.