Inaugural UK experiential and influencer marketing campaign invites Londoner’s to celebrate the vibrancy and great taste of Madrid, the home of Mahou Cinco Estrellas


Super-premium beer brand Mahou, pronounced “M-ao”, has launched its biggest ever multi-channel marketing UK campaign celebrating the brand’s philosophy that to discover Mahou is to discover Madrid. The campaign will see three experiential events throughout the summer, bringing the energy and vibrancy of Madrid into the heart of London. With the first event launching in Shoreditch this May and paired with an authentic out of home take-over of Old Street station and Curtain road site, East Londoners will be the first to enjoy early summer evenings with a perfectly chilled Mahou.

Founded by the Mahou family in 1890, Mahou beer has long been established by Spaniards as the true taste of the Spanish plazas and buzzing rooftop bars at the heart of Madrid culture. With 70% of the Madrid market share*, the beer remains true to the original Mahou family recipe featuring a creamy lingering head that preserves the iconic flavour, designed especially for those moments of celebration and indulgence.
Mahou will launch its #TasteOfMadrid campaign and presence as a key contender in the world beer market by inviting a group of premium lifestyle influencers to Madrid to experience the culture of the city and celebrate the heritage of the brand. Short-form video shot by influencer Charles Carter will address the brand pronunciation of Mahou (“M-ao”) and feature across Instagram promoted stories and organic Facebook and Instagram posts, to instil consumer confidence in the on-trade.

May will see Mahou host an exclusive experience in Finsbury Square, inviting Londoners to enjoy the five star taste of Madrid’s renowned beer. The two-day evening event will feature live acoustic music from Rucio Runao, Spanish DJ Iraina Mancini from The Smoking Guns and authentic tapas. The winner of the Mahou Contest Young Talents in Urban Art, Sara Vidigal, will also create live bespoke graffiti artworks.

Mahou Brand Manager, Phoebe Small, commented: “Mahou embodies a city that is modern and dynamic but still in touch with its roots which is why we’re thrilled to be able to bring the heart of Madrid to London. We know Londoner’s are prepared to invest in quality world beers and are delighted to launch a summer of experiential events, original content and eye-catching out of home installations to share the unique energy of such a famous city.

Small continued: “The beautiful original Mahou artwork created for this campaign truly conveys the vivacity of the city and will encourage Londoner’s to enjoy this iconic beer. Summer evening’s are the perfect moments to share an ice-cold Mahou with a group of friends.”

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*Nielsen Retail volume sales MAT Oct 2017, based on total beer category among manufacturer beer brands