Liverpool MBA students visit San Miguel brewery in Madrid
On 22nd March, 12 MBA students visited the Mahou San Miguel brewery in Madrid. Mahou San Miguel employs over 1700 professionals and is the leading, most international, brewer in Spain producing 75% of Spanish beer consumed worldwide.
The visit began with a personal tour of the San Miguel facility, followed by an explanation of the brewing process where students witnessed the bottling factory in operation.
Students learned that although the operation seemed on an enormous scale, the production line was only working at half capacity until summer time, when demand is at its peak.
Students also received a talk on the San Miguel international marketing strategy, which gave valuable insight into how San Miguel engage with social media channels to promote their brands. The visit concluded with a sampling session where a variety of products were on offer for tasting.
Jenna, Liverpool MBA student, said: "It was a great opportunity for us to see some of the theory from our modules being used in a real setting, the staff at Mahou arranged a really interesting experience for us. They explained Mahou's strategy to grow the company into a global brand and expand into other countries over time. As part of the tour we had a presentation to show their unique marketing of some of their products and how they change their campaigns to suit their target audience. It also helped to see the process going from raw material to finished product (which we did get the chance to sample!!) and how this was distributed through various channels - to stores, restaurants and bars. This was particularly helpful to those of us taking the Supply Chain elective. We also had a chance to do a bit of sightseeing in the city together, which was beautiful."