The design created by Eduardo Cervera for the Mahou Cinco Estrellas Special Edition makes the leap to the street in a limited edition of sweatshirts, jackets, T-shirts, socks, and scarves. The collection can be seen in Valencia through the PopTruckStore, a travelling truck that will allow people to get a close look at the garments, their materials, and the details of the embroidery. The collection is available exclusively online on the Mahou and BLGR websites.

Mahou Cinco Estrellas continues to pay tribute to the grandeur of the Fallas with the launch of a capsule collection developed together with the Valencian firm BLGR. The garments incorporate the textile drawing created by designer Eduardo Cervera for the label of the brand’s Special Edition, a motif that maintains the intense reds and golds that define both Cervera’s creative universe and Mahou’s visual identity.

To bring this proposal to the urban territory, Mahou has partnered with BLGR, a firm born in Xirivella that has built a solid community around streetwear culture. With a trajectory linked to drop-type releases and collaborations, BLGR has established itself as a benchmark within the local and national creative scene, especially among young audiences and profiles in the musical and cultural fields.

The result is a collection in which the textile drawing of Valencian clothing designed by Cervera takes on a new dimension in urban-cut garments where embroidery takes centre stage. The sweatshirts and denim jacket incorporate floral motifs and golds on cotton and denim, while T-shirts, socks, and scarves complete the proposal, transferring these same codes to the entire collection. Thus, the design that dresses the Mahou Cinco Estrellas Special Edition for Fallas transcends the label and becomes an urban garment.

In all the pieces, Mahou’s colour palette, Cervera’s textile stroke, and BLGR’s urban code come together naturally, building a shared identity that connects in a recognizable way with the imagery of the Fallas in a contemporary key.

The collection, available in limited units, will be on sale exclusively online, with direct purchase and preorder options on the Mahou and BLGR websites.

Access Through Promotion

In parallel, some pieces can be obtained through the active promotion in hospitality and food, valid from February 16 to March 19. To participate, consumers must enter the pincode found on the collars of the Mahou Cinco Estrellas third-litre bottles in bars or the code included on their purchase ticket in supermarkets. Packs with garments from the drop will be raffled among all participants.

The Collection in the City

The collection can be seen in Valencia through the PopTruckStore, a truck that will tour different locations in the city during the days leading up to the big week. Although sales will be exclusively online, this space will allow people to get closer to the garments, appreciate the details of the embroidery, and learn about the materials before accessing the purchase through the QR code available in the vehicle itself.

With this initiative, Mahou reaffirms its link with Valencia, integrating design, urban culture, and celebration in the same proposal that takes its gesture to the street and makes it an active part of the Fallas experience.

More information at: www.mahou.es/fallas

About Mahou

Mahou is a family of beers born in C/ Amaniel in Madrid in 1890. It is the result of the work of pioneers and master brewers who, for more than 130 years, have sought to share flavours and new experiences.

Mahou develops beer culture based on rigorous quality processes and the best ingredients to give its products an unmistakable flavor. Experience, passion, and quality have driven Mahou to continue growing and innovating, to offer consumers a wide portfolio of brands such as Clásica, Cinco Estrellas, Sin, Maestra, Barrica, Casimiro Mahou, Sin Gluten, Radler…

Since 2018, Mahou has been the most awarded Spanish beer range in the world, an international recognition of its excellence and brewing mastery, as well as its exceptional flavour.

About Mahou San Miguel

A family company, a leading beverage company in our country and 100% Spanish. It has 10 beer production centres –eight in Spain and two in the USA–, four water springs and a team of nearly 4,000 professionals. It produces more than 70% of the Spanish beer consumed outside of Spain and is present in more than 70 countries.

It has more than 130 years of history that began with the birth of Mahou in 1890. In 2000, Mahou acquired San Miguel, in 2004 the Canary brand Reina, in 2007 Cervezas Alhambra, and in 2011 it diversified its business by incorporating Solán de Cabras. Since 2019, it has been the majority partner of the American craft brewers Founders Brewing and Avery Brewing.

It has a wide portfolio of national beers, where Mahou Cinco Estrellas, San Miguel Especial and Alhambra Reserva 1925 stand out, and international beers. It has innovative and category-creating products such as San Miguel 0.0, San Miguel ECO or Mahou Barrica; natural mineral water brands, such as the iconic Solán de Cabras, and has entered the cider segment with La Prohibida. It has also been a pioneer in the sector in launching its e-commerce: Tienda Mahou San Miguel.

With a focus on people and on contributing to the economic and social progress of our country, it is a charitable company that channels its social action through the Mahou San Miguel Foundation, created in 2013.

Report by ‘24/7 Valencia’ team

Article copyright ‘24/7 Valencia’