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14-03-12
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Spear: HOLA FRESCA!

Carlsberg UK have formed a strategic partnership with Mahou-San Miguel of Spain to create a fresh sunshine lager, San Miguel Fresca. As a valued supplier of both breweries, Spear was delighted to create the contemporary, clear look labels to compliment this dynamic brand.

Fresca is brewed by Carlsberg UK and they describe the product as a “crisp refreshing lager, best served chilled with a slice of lime.” According to research carried out by Carlsberg UK, the 4.4% ABV premium bottled beer will appeal to an upmarket consumer at occasions such as barbecues, al fresco dining and live music events.

Marketing Director David Scott comments on the new product launch: “The starting point for any new product development is to look across the portfolio for gaps, and we realised there was a need for an easier-drinking sunshine beer.”

This easygoing brand required a contemporary label with a similar feel to ACL style decoration. The Spear team worked closely with their suppliers to achieve this look on clear, pressure-sensitive labels.

Spear’s developmental leadership position was key in allowing them to provide Carlsberg UK with a technological solution that ensures competitive advantages for the brand. Spear collaborated with their ink supplier to specifically develop a soft touch matt varnish. This was combined with an innovative “coarse touch” tactile varnish to create a contoured effect. UV inks were then utilised to create a standout visual contrast on the bottle. Spear also reduced costs by employing an innovative thin material for a wider front label, enhancing the premium “no label” look.

San Miguel Fresca was launched in the UK last month and, with its fresh appeal combined with the integrity of the San Miguel brand, it is set to be a powerful collaboration.