The brand has teamed up with America’s Challenger for the 37th America’s Cup, with whom they share a history of tradition and innovation, as well as the daring attitude embodied in the crew. To mark the sponsorship, San Miguel has launched the “Seekers Boat”, an installation that will come to Valencia, bringing the spirit and excitement of the America’s Cup to new audiences. Inspired by those who seek extraordinary experiences, San Miguel joins the New York Yacht Club American Magic Challenger in the 37th America’s Cup to promote an attitude of daring, embodied by the team’s crew, with whom they share a desire to explore the unknown and reach new horizons.

To raise awareness of both the competition and the team among the general public, the brand has created a series of experiences in different parts of Spain that link the world of sailing with the beer tradition and which will be reflected in the “Seekers Boat”, a unique installation that will travel around three cities on the Mediterranean coast: Malaga, Valencia and Barcelona. This tour will bring the excitement of the America’s Cup to local communities of great relevance to San Miguel prior to the big event.

The “Seekers Boat” will be installed at the Marina Norte event venue in Valencia from 14 to 20 July. Inside the installation, visitors will be able to enjoy content about the beer that will reveal the history and innovation behind San Miguel. There will also be a section dedicated to the New York Yacht Club American Magic, where visitors will be able to learn all about the team and its cutting-edge technology. To convey this, the brand has created immersive experiences, such as a sailing simulator where participants will have to pedal in order to lift the foil. The “Seekers Boat” experience will culminate with a tasting of the different San Miguel beers, which can be attended by appointment at:

Beyond the exhibition space, the “Seekers Boat” will have a terrace to relax and enjoy a beer paired with local products, and a photo opportunity space to capture unique moments. In addition, during the evening, a projection of images of the New York Yacht Club American Magic will be shown outside the boat’s installation in two screenings, the first at 22:30h and the second at 23:00h.

This event is inspired by those who seek extraordinary experiences and who have the restlessness as a driving force to always go one step further. Through the sponsorship of the New York Yacht Club American Magic, Cervezas San Miguel, with its international leadership, brings a world-class competition to places that normally would not have been able to enjoy all that the America’s Cup has to offer. And it does so by creating unique experiences inspired by the New York Yacht Club American Magic and the brewing tradition, which seek to awaken people’s curiosity and enrich their lives.





About Cervezas San Miguel

For 133 years, Cervezas San Miguel has always been one step ahead in the creation of beer experiences. This restlessness, which is part of our essence, leads us to always seek new challenges and endorses our commitment to excellence. Our family of beers is made up of six ranges with creative interpretations of the great beer styles: the Special range, the 0.0 range, the Specialities -Selecta and Yakima- and the cellar beer.

Our non-conformism and passion for beer have been recognised in various competitions around the world. In 2022 we won 77 awards at the Concours International de Lyon, Monde Selection, London Beer Competition, Frankfurt International Trophy, Superior Taste Awards, World Beer Challenge, World Beer Awards, Ecobirra, International Beer Challenge and International Beer Festival.

We make beer for people who dare to broaden their horizons, who are looking for new ideas, new tastes, new flavours and new experiences to enjoy a richer life and live it passionately.



About Mahou San Miguel

A family company, leader in beverages in our country and 100% Spanish. It has 10 brewing centres -eight in Spain and two in the USA-, four water springs and a team of around 4,000 professionals. It produces more than 70% of the Spanish beer consumed abroad and is present in more than 70 countries.

It has more than 130 years of history, beginning 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 a majority shareholder in the US craft breweries Founders Brewing and Avery Brewing. It has a broad portfolio of national beers, including Mahou Cinco Estrellas, San Miguel Especial and Alhambra Reserva 1925, and international beers. It has innovative products and category creators 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 ecommerce: Tienda Mahou San Miguel.

With a focus on people and on contributing to the economic and social progress of our country, it is a supportive 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’

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