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San Miguel's millenial mindset is boosting sales but the brewer admits it can be tricky for alcohol giants to drive brand purpose

on Apr 30, 2017 | 0 comments

By Rebecca Stewart

The words ‘Rich List’ may for some conjure up images of Sunday Times fat cats, but San Miguel has sought to make the term its own by celebrating individuals who have dedicated their lives to seeking out experiences.

In 2016, ‘The San Miguel Rich List’ featured a host of trailblazers – from artists to athletes – who had shunned the pursuit of wealth and status to find value in exploration. This year, the world beer brand is inviting nominations from the public to launch the second iteration of the list as it looks to build on the success Read full story ›

Source: The Drum