Spain: Mahou San Miguel opens a brewery inside Madrid’s Santiago Bernabéu stadium

The two Madrid emblems join forces to open a new experiential -and functional- project inside the famous soccer club. The Mahou San Miguel x Santiago Bernabéu team presents ‘Plaza Mahou‘, a new space dedicated to the iconic Madrid beer brand with a legacy of more than 130 years, Tapas Magazine reported on October 23.

This exciting opening for club members and beer lovers is a collective milestone for both that will allow Mahou to extend its diversification plan; glimpsing its power to generate experiences around its products. The space also makes history within the national beer culture by becoming the first brewery inside a sports stadium.

With this project, Mahou San Miguel pays tribute to its origin, tradition and brewing excellence, but also shows the enormous potential that this company has to innovate and create experiences that connect with different consumer profiles, both national and international,’ says Eduardo Diaz, director of Hospitality, Venues and Commercial Events at Mahou San Miguel. It is a luxury to be able to do it in a place like the Bernabéu which, like our Mahou brand, is linked to the name of Madrid and continues to evolve to contribute to the wealth and projection of the city,’ he adds.

The company thus strengthens its link with Real Madrid, a club of which it is an official sponsor with its Mahou brand and with which it has collaborated since its beginnings. In fact, in the 1940s, the brewery took over the management of the stadium’s bar, formalized its advertising relationship in the 1980s and, in 2001, signed its first sponsorship contract.

The new premises extend over a total area of about 700 m2, being the largest in the city dedicated to a beer brand. Its interior houses a brewery with a capacity to produce 30,000 liters per year, being visible to the public who come to the premises and to all those who take the tour of the white coliseum.

The beer served inside will be Mahou Cinco Estrellas Sin Filtrar, freshly brewed and straight from the cellar to the glass. It is estimated that every year some 400,000 people, both from inside and outside Spain, pass through the premises.

Those who want to live the ‘Plaza Mahou‘ experience will be able to do so from gate 54 of the Santiago Bernabéu (Plaza de los Sagrados Corazones) from Monday to Sunday.

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