Case Study: Mahou San Miguel increases bar traffic and customer engagement with Salesforce Marketing Cloud

Mahou Moves Beer Lovers to the Bars Through Multichannel Marketing

Mahou San Miguel, Spain’s leading beer and beverage company, struggled to be top of mind when consumers felt thirsty because its marketing was limited to one-size-fits-all email blasts and it lacked meaningful relationships with customers in bars and restaurants. The challenge was to reach people at the right place and time and build a unified view of consumers across digital and physical touchpoints.

Working with Salesforce Marketing Cloud and the Marketing Cloud Services team, Mahou implemented Audience Builder, multichannel journeys, personalized email segments, a rewards-driven Community Cloud, and in-bar promotions to capture customer data. The result: rapid microsegmentation and real-time targeting (sending multiple tailored emails in minutes), richer customer profiles, stronger B2B relationships, and measurable foot-traffic gains—filling bars during low-peak hours and increasing engagement and loyalty.

Mahou San Miguel

Leticia Juristo

Digital Intelligence Marketing Manager