Case Study: Mahou San Miguel achieves targeted multichannel marketing and boosts bar attendance with Salesforce Marketing Cloud

Mahou Moves Beer Lovers to the Bars Through Multichannel Marketing

Mahou San Miguel, Spain’s leading beer and beverage company, faced the challenge of being top of mind for thirsty consumers at the right place and time. Previously limited to batch-and-blast email blasts with no way to engage customers in bars, the brand lacked control and insight into customer preferences and in-person behavior.

With Marketing Cloud and support from the Marketing Cloud Services team, Mahou implemented Audience Builder, microsegmentation and multichannel journeys across email, mobile, social and Community Cloud. The company now personalizes campaigns quickly (sending multiple targeted emails in minutes), runs in-bar promotions that drive traffic during low-peak hours, captures richer customer data and has strengthened relationships with both consumers and B2B partners.

Mahou San Miguel

Leticia Juristo

Digital Intelligence Marketing Manager