THE MAGIC OF SHARING
‘2024 was a challenging year for everyone, but we would not have come this far without walking alongside our numerous partners and, needless to say, without the people behind the brands, services, and experiences that define Mahou San Miguel’
When I found out that /maho/ means ‘magic’ in Japanese, I thought it was a meaningful coincidence because of its similarity to our Company’s name and the surname of the family that founded it 135 years ago. There’s magic in seeing how, after all this time, our brands proudly represent Spain across the globe — in a world increasingly shaped by the fleeting and the momentary. Magic also lies in staying true to a principle we’ve upheld since day one: that the only way to grow is by enabling growth and nurturing long-term, sustainable relationships across our entire value chain.
MORE THAN 135 YEARS OF SHARED HISTORY
“At Mahou San Miguel, we are well aware that what truly lasts are not individual victories, but the bonds we build together”
When we’re asked to define who we are, we like to say that Mahou San Miguel is the realisation of a dream - a dream born with Casimiro Mahou and his family, my family. Our story begins in 1850, when an Alsatian entrepreneur emigrated to Madrid. Though he first made his mark producing ice and paint, his true ambition was always to brew beer. It wasn’t until 1890, forty years later, that his widow and children brought this vision to life by founding ‘El Barril’, Madrid’s first brewery. After more than 135 years, members of the family’s sixth and seventh generations, who currently hold positions within its governing bodies, remain dedicated to nurturing this dream daily. What began as a small brewery in the heart of Madrid has grown into a lasting legacy thanks to the dedication and passion of the many professionals who have walked this journey with us.
THE MAGIC OF SHARING
“2024 was a challenging year for everyone, but we would not have come this far without walking alongside our numerous partners and, needless to say, without the people behind the brands, services, and experiences that define Mahou San Miguel»
When I found out that /maho/ means ‘magic’ in Japanese, I thought it was a meaningful coincidence because of its similarity to our Company’s name and the surname of the family that founded it 135 years ago. There’s magic in seeing how, after all this time, our brands proudly represent Spain across the globe — in a world increasingly shaped by the fleeting and the momentary. Magic also lies in staying true to a principle we’ve upheld since day one: that the only way to grow is by enabling growth and nurturing long-term, sustainable relationships across our entire value chain.
MORE THAN 135 YEARS OF SHARED HISTORY
“At Mahou San Miguel, we are well aware that what truly lasts are not individual victories, but the bonds we build together"
When we’re asked to define who we are, we like to say that Mahou San Miguel is the realisation of a dream - a dream born with Casimiro Mahou and his family, my family. Our story begins in 1850, when an Alsatian entrepreneur emigrated to Madrid. Though he first made his mark producing ice and paint, his true ambition was always to brew beer. It wasn’t until 1890, forty years later, that his widow and children brought this vision to life by founding ‘El Barril’, Madrid’s first brewery. After more than 135 years, members of the family’s sixth and seventh generations, who currently hold positions within its governing bodies, remain dedicated to nurturing this dream daily. What began as a small brewery in the heart of Madrid has grown into a lasting legacy thanks to the dedication and passion of the many professionals who have walked this journey with us.
2024 IN FIGURES
We reinforced our leadership in the Spanish beer sector and made significant progress in our ongoing mission to improve and grow by helping others to grow.
ECONOMIC DATA
TURNOVER
OPERATING
INCOME
PRE-TAX
PROFIT
Invested
MAIN MILESTONES
BIOMASS
We announced the launch of a biomass plant at our Production Center in Alovera (Guadalajara).
AB InBev
We signed a collaboration agreement with AB InBev to market our San Miguel brand in the United Kingdom.
PLAZA MAHOU
We opened ’Plaza Mahou’ at the Santiago Bernabéu, the first brewery inside a football stadium in Spain.
NEXHO
We launched Nexho, an evolution of our platform for bars and restaurants, formerly known as Rentabilibar, with new features tailored to the hospitality industry's needs and demands.
AMERICA’S CUP
We sponsored the New York Yacht Club American Magic, the only American team to compete in the 37th America's Cup.
CAMPAIGNS
Our brands continued to connect with consumers through memorable campaigns such as Mahou's ‘Be part of something and it will always be part of you’; San Miguel's ‘For those who dare’; Alhambra's ‘Oasis of Time’; and Solán de Cabras' ‘You are thirsty for water; your body, for minerals.’
LAUNCHES
We launched new products such as Mahou Reserva and La Diabla MahouxDuki, designed in collaboration with urban artist Duki.
CANARY ISLANDS
We strengthened our commitment to the Canary Islands by acquiring the distributor Dismarex
DANA
In response to the terrible impact of the DANA weather system, we launched an Aid Plan for our staff and our hospitality customers with the aim of helping them restore normality as quickly as possible.
WE ARE A FAMILY
Being a family means staying close — not only to those we work with daily, but also to everyone who helps us move forward: our customers, consumers, suppliers, and partners.
Hours of training
Related jobs created through customer support in the hospitality sector
Of our employees are proud to work at mahou san miguel
WE EMBRACE OUR SOCIAL ROLE
(Also, and above all, in the most difficult moments)
invested in social action
dedicated to volunteering
IN RESPONSE TO THE DANA STORM
WE MOBILIZED A COMPREHENSIVE AID PLAN TO SUPPORT THE HOSPITALITY INDUSTRY.
WE RAISED OVER €40,000, AN AMOUNT MATCHED BY THE MAHOU SAN MIGUEL FOUNDATION AND DONATED TO THE RED CROSS.
WE DISTRIBUTED MORE THAN 160,000 LITRES OF WATER TO MEET THE BASIC NEEDS OF THOSE IMPACTED.
PROCEEDS FROM MADRID’S VIBRA MAHOU FEST, VALUED AT NEARLY €100,000, WERE DONATED TO PROJECTS LED BY MENSAJEROS DE LA PAZ AND THE RED CROSS.
IN RESPONSE TO THE DANA STORM
WE MOBILIZED A COMPREHENSIVE AID PLAN TO SUPPORT THE HOSPITALITY INDUSTRY.
WE RAISED OVER €40,000, AN AMOUNT MATCHED BY THE MAHOU SAN MIGUEL FOUNDATION AND DONATED TO THE RED CROSS.
WE DISTRIBUTED MORE THAN 160,000 LITRES OF WATER TO MEET THE BASIC NEEDS OF THOSE IMPACTED.
PROCEEDS FROM MADRID’S VIBRA MAHOU FEST, VALUED AT NEARLY €100,000, WERE DONATED TO PROJECTS LED BY MENSAJEROS DE LA PAZ AND THE RED CROSS.
WE CONTRIBUTE TO
ECONOMIC DEVELOPMENT
DIRECT CONTRIBUTION IN 2024
JOBS CREATED
DOMESTIC
SUPPLIERS
WE PROTECT THE ENVIRONMENT
We are committed to reducing emissions from our water, beer, and logistics manufacturing and marketing activities by 50% by 2030, and to achieving carbon neutrality across our entire value chain by 2050.
19M€ INVESTED IN THE ENVIRONMENT IN 2024
TRANSPORT AND LOGISTICS
OF HYBRID OR
ELECTRIC VEHICLES
WATER
compared to 2023
REDUCTION IN CONSUMPTION
Un 76% procedente de fuentes municipales, un 12% de pozos y otro 12% de aguas superficiales
EMISSIONS
2024
2023
tCO2 total emissions (direct+indirect)
- -7%
44,732
47,932
kgCO2 per tonne produced
- -4%
24.6
25.7
containers
All our packaging is now
100% Recyclables
We have successfully avoided the use of over
AVOIDING THE USE OF
+ 600 TONS OF
PLASTIC
OF THE TOTAL WASTE GENERATED WAS RECYCLED IN 2024
WE INNOVATE
We launched Nexho to help hospitality businesses increase their profitability through digitalization.
We seek tech-based solutions for merchandise distribution. Thanks to BarLab Ventures, we’ve built an ecosystem with 345 startups, 45 partners, and 28 mentors.
We joined Ruralizable to promote innovation and entrepreneurship projects that create positive impact in rural areas.
We joined the "Circular Economy" initiative by Patio Innovation Campus.
In a rapidly changing world, staying the course is no easy task. It’s not about resisting change, but about staying true to who we are, while evolving to continue creating value, fostering a sustainable economy, and protecting what matters most: our shared need to connect and move forward.
OUR INDUSTRIAL
FOOTPRINT IN SPAIN
* Click on the numbers to see their location on the map.
THE MOST INTERNATIONAL
SPANISH BREWERY
PRESENTES DESDE HACE
14
YEARS
PRODUCTION CENTERS
2 in gran rapids (michigan) 1 in boulder (colorado
2 in gran rapids (michigan) 1 in boulder (colorado
INVESTMENT PLAN IN
CONTINENTAL
EUROPE
We announced a €50 million investment plan through 2027 to strengthen San Miguel-the world’s best-selling Spanish beer brand-as a leading benchmark in Europe’s World Premium Lager segment.
COUNTRIES
YEARS
ALMOST
20%OF OUR BEER BUSINESS
ALMOST
70OF THE SPANISH BEER BRANDS ABROAD BELONG TO MAHOU SAN MIGUEL
In a rapidly changing world, staying the course is no easy task. It’s not about resisting change, but about staying true to who we are, while evolving to continue creating value, fostering a sustainable economy, and protecting what matters most: our shared need to connect and move forward.
TOGETHER, WE GO FURTHER
Real impact comes from joining forces. That’s why at Mahou San Miguel, we collaborate with public institutions, industry leaders, and key stakeholders across sectors. In 2024, we expanded our collaboration network with the Forum of Renowned Spanish Brands and COTEC, reinforcing our commitment to progress and competitiveness.
