The brand presents a design on its label inspired by Valencian clothing as a tribute to the grandeur of the Fallas festival. The launch is now available in the Valencia hospitality and food sectors, and at the Mahou San Miguel Store. The Fallas festival begins long before gunpowder and fire fill the streets. It begins in the fabrics and embroideries with which the city prepares to experience its celebration. Thus, ‘Mahou Cinco Estrellas’ pays tribute to one of the biggest national festivals, launching a special edition inspired by Valencian clothing.

This proposal transfers that textile universe to the label of the special edition. To do so, the brand has collaborated with designer Eduardo Cervera, whose career has helped revitalize and project this craft from a modern perspective, without losing the connection to its essence.

His work starts with the study of floral motifs and the codes inherent in this language, which he reinterprets from a contemporary perspective applied to design. From this approach, Cervera creates new elements and unique combinations, giving shape to his own imagery.

The result is a unique design that makes the Fallas world the star of this special edition of Mahou Cinco Estrellas, which celebrates the ambition to do things in a big way. The special edition adapts one of the prestigious designer’s textile drawings to the label, maintaining the intense red and gold colours.

In the words of the creator: “In this project, I wanted to transfer the richness of the fabric, its texture, and its symbolism to the label design, bringing it to an everyday medium while respecting the craft and its origin.”

This special edition is now available in Valencia in the hospitality and food sectors, and at the Mahou San Miguel Store, bringing the spirit of the Fallas festival directly to those who experience the city and its celebration from within.

The initiative is part of an active promotion from February 16, which includes various activities linked to the Fallas festival and a preview of a capsule collection inspired by the Fallas textile universe, which can be won in a raffle. The promotion also includes pairs of tickets to enjoy the Mascletà from the Atenea Sky balcony and 2,000 pairs of passes to visit the Fallas of the Special Section sponsored by the brand.

With this edition, Mahou reinforces its connection with Valencia through a design that connects the Fallas aesthetic with beer culture, joining the celebration from one of its most significant gestures: the moment when the festival begins to be felt on the skin.

Report by ‘24/7 Valencia’ team

Article copyright ‘24/7 Valencia’

More information at mahou.es/fallas

About Mahou

Mahou is a family of beers born in Madrid’s Calle Amaniel in 1890. It is the result of the work of pioneers and master brewers who, for more than 130 years, have sought to share flavors 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-owned company, the 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 Islands 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 North American craft brewers Founders Brewing and Avery Brewing.

 It has a broad portfolio of national beers, among which 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 socially responsible company that channels its social action through the Mahou San Miguel Foundation, created in 2013.