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What is NewDrinks?

NewDrinks is Mahou San Miguel’s platform dedicated to identifying and giving visibility to innovative beverages in the Spanish market.

For brands, it is a structured validation program that allows them to test the real potential of a beverage in Spain through data and real consumers.

For consumers, it is a space to discover, buy, and try innovative drinks that are not yet widely available on the market. Our community — the drinkies — brings together people looking for new flavors, formats, and differentiated concepts.

NewDrinks is structured in progressive phases: we begin with an online market test on Amazon with 12 selected brands. Based on the results, the 4 best-performing brands move on to a second phase with increased visibility and testing in vending machines.

The objective is to identify which beverages truly connect with the Spanish market and, if their potential is confirmed, explore possible development opportunities. Full details of the program are shared after registration.

Because it provides:

  • Direct access to consumers nationwide
  • Detailed sales data and customer reviews
  • Daily result updates (available the next day), enabling agile decision-making
  • A comparable environment across brands

Amazon serves as both our validation tool and sales channel.

We are looking for brands with:

  • A differentiated and innovative value proposition
  • A registered trademark
  • A minimum shelf life of 9 months
  • A product that does not require refrigeration
  • Sufficient stock capacity to carry out the test

Participating brands receive:

  • An optimized presence on Amazon
  • Expert-managed advertising activation
  • Professional product photography
  • Performance analysis and market insights
  • Visibility within the NewDrinks ecosystem
  • Phase 1: 4 months.
  • Phase 2: 4 months (selected brands only)
  • Phase 1: €2,600 (including €1,000 in direct Amazon advertising investment) 
  • Phase 2: An additional €1,600 for selected brands (including advertising investment on Amazon) 

The investment covers expert management, operational services, and advertising activation. 

No.

Our team and specialized partners manage the entire process.

The process is selective and is carried out in phases:

  1. Online registration with basic brand information.
  2. Access to a private space with detailed program information.
  3. Evaluation of the brand’s fit and potential in the Spanish market
  4. Meeting with the NewDrinks team to address questions and confirm alignment
  5. Formalization of participation and project kick-off meeting


After completing the selection process, only 12 brands will be admitted to Phase 1 of the program.

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