Mahou San Miguel launches innovation challenge to find ‘the beverage of the future’

Run under Mahou San Miguel’s Bar Ventures program, the Rethink Your Drink Challenge ​welcomes ‘differential, sustainable and innovative’ proposals that could generate a transformative impact on the traditional beverage industry.

Miguel Ángel Miguel, General Manager of Transformation at Mahou San Miguel, said: “BarLab Ventures allows us to unite two of our main commitments: to leverage the possibilities that technology offers in order to provide innovative solutions to new challenges of the beverage sector, as well as strengthening collaboration with other organizations to drive their transformation.

We are convinced that through this project we will be able to share with entrepreneurs a common perspective to make bars, restaurants, distributors and the rest of our value chain strengthen their collaboration towards generating wealth, based on aspects such as excellence, innovation, and sustainability “.

Mahou San Miguel’s portfolio includes Spanish beers such as San Miguel Especial, natural mineral water brands such as Solan de Cabras, and cider: while the company is the majority shareholder of North American craft brewers Founders Brewing and Avery Brewing.

The Rethink your Drink The program covers four categories: innovative non-alcoholic alternatives, low alcoholic beverages (4º-7º), traditional categories reinvented, and beverages of the future.

Winning proposals will receive the opportunity to develop a product test with the brewery’s team of experts, as well as gaining support for other areas ranging from distribution, financing and licensing.


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