CARTA MAGNA
ARE YOU OF LE AGE IN YOUT
RESIDE
YES
EGAL DRINKING COUNTRY OF
ENCE ?
NO
130 YE
OF BREWING
EARS
G HISTORY
1940
MAHOU CREATES THE FIRST CLUB FOR THE PROMOTION AND IMPLEMENTATION OF ATHLETICS IN SPAIN: THE SPORTIF CLUB. THUS BEGINS A VERY SPECIAL RELATIONSHIP BETWEEN MAHOU AND SPORT, WHICH WE HAVE MAINTAINED OVER THE YEARS AND IS NOW PART OF OUR “FIVE STAR” IDENTITY.
1909
1909
1909
1890
MAHOU OPENS FIRST FACTORY IN AMANIEL STREET
MAHOU BEGINS RELATIONSHIP WITH SPORTS.
ADVERTISING IN BARS LIGHTS, CAMERA, ACTION! MAHOU PARTICIPATES IN THE CREATION OF MOVIE STUDIOS CEA IN
MAHOU BECOMES THE #1 BEER BRAND THAT ADVERTISES IN BARS.
THE “CINCO ESTRELLAS” IS BORN AN UNFORGETTABLE YEAR IN WHICH OUR SPECIAL BEER IS RENAMED “MAHOU CINCO ESTRELLAS” (WHICH TRANSLATES TO ‘MAHOU FIVE STARS’), INTRODUCING THE NAME THAT IS TO BE ASSOCIATED WITH OUR CHARACTERISTIC FLAVOUR FROM THAT MOMENT ON.
2015
IMPLEMENTATION OF CORNELIUS TAP. “EL MITO DE LA CAÑA” IS BORN, THAT MADRID HAS THE BEST CRAFT BEER AROUND.
1969
1966
1962
NEW AND MODERN FACTORY ON PASEO IMPERIAL OUR BEST DRAFT BEERS ARRIVE
125 YEARS 130 YEARS OF SHARING OUR FLAVOUR AND ALL OF THE BEST STORIES THAT HAVE BEEN WITH US SINCE 1890. ANECDOTES AND EXPERIENCES THAT HAVE ALL TAKEN PLACE AROUND A MAHOU AND THAT DESERVE A VERY
7 PRODUCTION CENTERS IN SPAIN
BURGOS
LLEIDA
ALOVERA
CÓRDOBA
VILLARES GRANADA
MÁLAGA
BETETA
VISION
WE ARE A TO BE A SUSTAINABLE COMPANY, A LEADER IN THE MASS CONSUMPTION SECTOR BY: BUILDING INNOVATIVE AND TOP-QUALITY BRANDS, PRODUCTS, EXPERIENCES AND SERVICES. LEADING THE CATEGORY OF NATURAL AND AUTHENTIC BEVERAGES WHERE WE COMPETE IN THE SPANISH MARKET. BEING AN IMPORTANT PLAYER AT THE INTERNATIONAL LEVEL IN THE PREMIUM AND CRAFT SEGMENT, LEADING THE DEVELOPMENT OF SPANISH BRANDS. GENERATING SHARED VALUE FOR OUR TEAM, CUSTOMERS, PARTNERS, COMMUNITY AND SHAREHOLDERS.
KEY VAUES
1 2 3 4
WE DRIVE INNOVATION. WE BELIEVE IN PEOPLE. WE AIM FOR EXCELLENCE. WE ENJOY DOING THINGS WELL.
5
WE CREATE SUSTAINABLE BUSINESS AND SETTING.
PERSONALITY
LIFESTYLE
“CULTURA CERVECERA”
MAHOU IS CULTURE ORIENTED NOT LIKELY TO CHANGE HABITS.
ATTITUDES INCLUSIVE OPEN SOCIABILITY
SINCERITY DOWN-TO-EARTH HONEST WHOLESOME CHEERFUL
#SOYMUYMAHOU
BRAND
HOUSE
BRAND ARCHETYPE AND PERSONALITY
BRAND IDENTITY SYSTEM
PRIMARY: RULER SECONDARY: REGULAR CITIZEN
BRAND VISION MISSION
VALUES
“SHARING A JOB WELL DONE WITH OTHERS BRANDS, PRODUCTS, EXPERIENCES AND SERVICES - PARTICIPATING IN THE BEST MOMENTS OF YOUR EVERYDAY
WE DRIVE INNOVATION WE BELIEVE IN PEOPLE WE AIM FOR EXCELLENCE WE ENJOY DOING THINGS WELL WE CREATE SUSTAINABLE BUSINESS AND SETTING
VISION WE ARE A TO BE A SUSTAINABLE COMPANY, A LEADER IN THE MASS CONSUMPTION SECTOR BY: BUILDING INNOVATIVE AND TOP-QUALITY BRANDS, PRODUCTS, EXPERIENCES AND SERVICES. LEADING THE CATEGORY OF NATURAL AND AUTHENTIC BEVERAGES WHERE WE COMPETE IN THE SPANISH MARKET. BEING AN IMPORTANT PLAYER AT THE INTERNATIONAL LEVEL IN THE PREMIUM AND CRAFT SEGMENT, LEADING THE DEVELOPMENT OF SPANISH BRANDS.
P.O.D LEADER IN THE BEER SECTOR, EAGER TO BE INNOVATIVE AND SATISFIED ALL GENERATIONS.
R.T.B F.O.R THE BEST BEVERAGE TO FEEL IMMERSED INTO YOUR DEEPEST SELF AND EXPERIENCES.
COMPETITION HEINEKEN DAMM ESTRELLA DE GALICIA
MARKET
MAHOU OFFERS A 5-STAR TASTE AND A 5-STAR EXPERIENCE.
MOTIVATIONAL MAP BELONGING
PSYCOGRAPGIC SEGMENTATION BELIEVERS
BENEFIT LADDER EMOTIONAL BENEFIT: CONNECTS PEOPLE AND MOMENTS, A DRINK FOR EVERY OCCASION. CONSUMER BENEFIT: AN EXPERIENCE, A MOMENT TOGETHER, A SPACE TO BE WHO YOU ARE. PRODUCT BENEFIT: REFRESHING, TASTY, AROMATIC, EASY TO DRINK. PRODUCT ATTRIBUTE: A BEER, METALLIC OR GLASS MATERIAL, DIFFERENT TASTES.
BRAND
TARGET DIFFERENTIATED
MAHOU PRODUCES A SPECIFIC TYPE OF BEER FOR EACH OF THEIR CONSUMERS WITHOUT LOSING THEIR ESSENCE AND MAIN VALUES.
PEOPLE
BRAND AMBITION SHIFT FROM BEING JUST ANOTHER BEER BRAND TO BECOMING THE GO-TO BEER FOR EVERY SPANISH INDIVIDUAL BY PROVIDING MORE THAN JUST GOOD TASTE.
BUSINESS AMBITION BECOME A FULL SUSTAINABLE COMPANY AND A LEADER IN THE MASS CONSUMPTION SECTOR.
POSITIONING STATEMENT FOR THE HUNTERS OF THE PAST AND THE CHASERS OF THE FUTURE, MAHOU IS THE BEST BEVERAGE TO TASTE YOUR DEEPEST MEMORIES AND EXPERIENCES BY PROVIDING THE GREATEST QUALITY IN EVERY STEP OF YOUR JOURNEY. FROM GENERATION TO GENERATION, BECAUSE ONLY MAHOU IS ABLE TO JOIN YOU.”
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LOGO
MAHOU’S GRAPHIC STYLE IS CONTEMPORARY, CLEAN, MODULAR AND FLEXIBLE. THE USE OF RED AND TYPOGRAPHY IS ALWAYS PRESENT.
THE “M” LOGOTYPE IS ALWAYS IN RED AND THE TYPOGRAPHY ALWAYS IN BLACK. IN CASE OF VARIATIONS THE LOGOTYPE AND TYPOGRAPGHY ALWAYS REMAIN.
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COLOR PALLETE
#000000
#ffffff
#b93c31
FOR PRIMARY HEADINGS
FOR OTHER TYPOGRAPHY NEEDS
Trade Gothic Pro Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
Trade Gothic Pro Light ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
Trade Gothic Pro Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
TYPOGRAPHY
PHOTOGRAPHY