Mahou San Miguel Enters Functional Beverage Market with Yuzz Launch

Spanish beverage company Mahou San Miguel has introduced a new soft drink named Yuzz, which is marketed as a functional beverage designed to support skincare. The company claims that Yuzz contains GreenIuronic, a new form of hyaluronic acid developed by Vivatis Pharma, and Vitamin C, both contributing to skin health by aiding collagen formation and protecting against oxidative damage.

The launch of Yuzz marks Mahou San Miguel's foray into the functional soft drinks sector. According to a spokesperson from the company, there is a growing consumer interest in well-being and functional benefits, with the functional beverage segment experiencing an estimated annual growth rate of 6.8–7%.

Currently, Yuzz is available in Spain through various online platforms including Amazon, the delivery app Glovo, Mahou San Miguel’s own online store, and online pharmacies. The drink is priced at €1.65 per can and €19.80 for a pack of 12. Physical distribution is set to commence next month.

Production of Yuzz initially takes place at Mahou San Miguel’s facility in Alovera, located north of Madrid, but is planned to transfer to another plant in Córdoba by July. This strategic move is part of the company’s broader beverage diversification strategy as highlighted by Miguel Ángel Cabrero, the innovation hub director at Mahou San Miguel.

Mahou San Miguel has a history of diversifying its product range. In January, it expanded into the Middle Eastern market with a non-alcoholic malt beverage named Vamos by Mahou, starting in Egypt. The company continues to produce non-alcoholic beers in Spain and the US under different brand names.