Case Study: Mahou San Miguel achieves targeted multichannel campaigns that fill bars with Salesforce DMP

Mahou Moves Beer Lovers to the Bars Through Multichannel Marketing

Mahou San Miguel, Spain’s leading beer and beverage company, needed to be top of mind when consumers felt thirsty but lacked control over how it communicated with customers. Until recently the brand relied on one-size-fits-all email blasts and had no way to build relationships with people when they were in bars or restaurants.

Working with Salesforce Marketing Cloud Services, Mahou implemented Marketing Cloud and Audience Builder and launched multichannel, interest-based journeys plus a Community Cloud rewards program. The team now sends multiple personalized emails and coordinated social, mobile and in-bar promotions, capturing customer data and driving real-world visits—filling barstools (sometimes up to 80 people) during low-peak hours—and giving marketing and sales teams the microsegmentation and operational support to scale smarter campaigns.

Mahou San Miguel

Leticia Juristo

Digital Intelligence Marketing Manager