Mahou San Miguel launches YouBrew to create 100% customized beers

• Through YouBrew, a pioneering service, allows the consumer to completely design their beer, from the recipe to the label, thus offering a unique and differential experience.

• Mahou San Miguel has invested more than 1.5 million euros in this innovation, which is the result of the company’s commitment to innovate in the beverage sector through new experiences, products and formats.

• YouBrew is a collaborative project driven by BarLab Ventures, the open innovation platform of the beverage company, and the innovation agency NOBA Ventures.

Mahou San Miguel, a 100% Spanish family-owned beverage, services and experiences company and leader in the beer sector in our country, reinforces its commitment to innovation with the creation of customized beers. The brewery has launched YouBrew, a pioneering service that offers a unique and differential experience in the market.

YouBrew offers comprehensive customization, from the beer recipe to the label design. Consumers can play at being their own brewmasters, configuring three key parameters: color, bitterness intensity and alcohol level. The platform offers up to 1,000 possible combinations, ensuring a wide range of options perfect for each individual’s preferences and time of consumption.

YouBrew is the result of the collaboration between BarLab Ventures, Mahou San Miguel’s open innovation platform, and NOBA Ventures, an innovation agency focused on the design, validation and launch of new business models. The beverage company has allocated more than 1.5 million investment to launch this pioneering project, designed to promote new beer products and a new experience around the purchase of this beverage in Spain.

No previous knowledge of brewing is required, as YouBrew includes the online “Consult the Barman” service, which guides users in the creation of their ideal beer. This interactive service begins with a detailed test that helps determine the user’s preferences and, based on the answers, a virtual assistant provides personalized recommendations and suggestions for adjusting the different parameters. In this way, each customer can design a beer that perfectly suits his or her tastes.

Available now at https://youbrew.es/, this project is aimed at both end consumers who want a unique, tailor-made beer experience, as well as companies, caterers or any other entity that wants to use YouBrew to create exclusive beers for special events.

“At Mahou San Miguel, innovation is a fundamental pillar of our strategy to continue transforming and leading the beverage sector. YouBrew is an example of how we approach this area, thinking differently to provide greater value to the consumer and the sector in general, through differential and cutting-edge solutions, relying on technology and co-creation with third parties.”

says Guillermo Arrieta, the company’s deputy general manager of transformation.

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