Beer does not pass through his best moment in Spain, but that does not mean that ours continues to be a country of reeds in which per capita consumption exceeds on average 50 liters. Yeah we go down to detail and we analyze what brand those rods or bottles are, however, things change from one community to another. In Galicia and the Balearic Islands Estrella Galicia reigns, in Andalusia Cruz Campo does it, in Catalonia Estrella Damm and in the Valencian Community and Cantabria Amstel.
There is, however, one logo that dominates a good part of the map: Mahou.
What has happened? That we have a new ‘photo’ of the beer sector in Spain. It does not show us data per capita consumptionevolution of demand or billing of the sector, but it does give us a clue about another equally interesting topic: the struggle between brands at a territorial level.
He latest report ‘Brand Footprint’, prepared by Worldpanel by Numerator and published by Mahou San Miguel itself, reveals two interesting facts about the Spanish map. The first is that it remains highly segmented at a territorial level, with brands consolidated by region. The second is that, despite this diverse scenario, there is one brand that clearly leads: Mahou.
Worldpanel by Numerator report.
What exactly does it show? The Worldpanel by Numerator (formerly Kantar) report basically shows which brand is “the most chosen” in each autonomous community. To find out, the technicians carried out a survey with a “representative” sample of 12,500 homes spread throughout Spain, including the Balearic Islands and the Canary Islands. The result, which you can see in the map that heads this post, is that Mahou leads in Asturias, Navarra, Castilla y León, Castilla-La Mancha, Community of Madrid and Extremadura.
And the rest of the country? It is dominated by brands that have become strong at a territorial level. Estrella Galicia stands out, for example, in Galicia and the Balearic Islands, Amstel in Cantabria and the Valencian Community, San Miguel in the Basque Country, Estrella de Levante in the Region of Murcia, Cruzcampo in Andalusia, Estrella Damm in Catalonia, Ambar in Aragon and Cerveza Tropical in the Canary Islands. The question remains as to what is happening in La Rioja. There the sample did not allow the authors of the report to reach a clear conclusion.
It is not a bad balance for Mahou, who wanted to emphasize that the Worldpanel study proves that the brand has strengthened its presence “throughout the national territory” and maintains leadership in half a dozen regions.
If compared with the 2025 study The firm loses the leadership of Cantabria in favor of Amstel and takes over Navarra, a territory that San Miguel controlled last year. The Madrid company also boasts of the weight of its brand in the shopping basket, establishing itself as one of the most popular in its branch.
But… And Galicia star? The Worldpanel by Numerator map may catch your attention if you remember another on the same topic published in September and produced by Data Centric. It showed a ‘photograph’ quite differentwith Mahou based mainly in the Community of Madrid and Castilla-La Mancha and Estrella Galicia monopolizing Galicia, Asturias, Castilla y León, Extremadura, Cantabria, the Basque Country, Navarra, La Rioja, the Valencian Community, the Balearic Islands and Melilla.
What is the reason for this difference? To focus.
Because? Although both reports are based on a quantitatively similar sample (DataCentric conducts 14,053 digital surveys), they do not seek exactly the same thing. The Worldpanel study points to “the most chosen beer” by Spaniards. DataCentric “favorite brands”. In his report he states in fact that the Hijos de Rivera brand receives “42% of the votes” compared to 14% for Mahou and leaves behind a reflection: despite how well positioned both Estrella Galicia and Alhambra are in their ranking, this status of “favorite brands” does not then translate to sales. “Both have significantly lower positions.”
If we look at billing, for example, the business ranking of theEconomist shows that Mahou is in the lead, followed by Damm, Heineken and in fourth position Hijos de Rivera, the parent company of Estrella Galicia or 1906.
In general, both the DataCentric and Worldpanel reports should be taken for what they are: studies with their strengths and weaknesses that help to better understand a sector that faces a challenging landscape. Although Spain is one of the EU countries that consume more beerthe industry deals with a youth that is changing their consumption habits and approach to alcohol and a market in which they are gaining more and more strength ‘without’ drinks.
Via | DAP
Image | Mahou-San Miguel
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