This May, San Miguel put spontaneity to the ultimate test — and Verge Magazine was right there for the ride.
Inspired by new research showing that 62% of Brits crave more impulsive experiences, San Miguel joined forces with Mixmag to throw an unforgettable summer kick-off in Hackney Wick. But this wasn’t just any party. With only one instruction — bring a passport and a weekend bag — guests had to be ready for anything. That “anything”? It turned out to be a surprise flight to Ibiza.
The Call of the Spanish Lifestyle
According to San Miguel’s study, 54% of Brits believe they’d be happier embracing a Spanish-style lifestyle — spontaneous, sunny, and all about meaningful connection.
“A third of the UK population would love to live more like the Spanish. Fly San Miguel is an invitation to do exactly that: to break free from the routine and say ‘sí’ to adventure. Even on a Thursday night in Hackney Wick.”
Ed Hussey, Senior Brand Manager for San Miguel UK
From East London to the White Isle
At Number 90 in Hackney, the night began with Balearic beats and ice-cold cervezas. With sets from Eats Everything, Tibasko, Storm Mollison, and Paige Tomlinson, the energy was sky-high. But halfway through the party, it hit cruising altitude: a few lucky guests were called aside and told they’d be flying to Ibiza that night. No planning. No warning. Just pure, impulsive magic.
One guest described the moment:
“We were dancing by the canal and then suddenly… Ibiza! It felt like a dream.”
A Weekend to Remember
By Friday morning, the spontaneous crew had touched down at the beautifully named Cala San Miguel Ibiza Resort. The next 48 hours were packed with once-in-a-lifetime moments: DJ lessons, a boat trip to Formentera with lunch at the iconic Juan y Andrea, dinner and a show at Lío, partying at Pacha, and a relaxing send-off at Nassau Beach Club before heading home.
Safe to say, San Miguel’s Spontaneous Summer delivered — and then some.
Taking Off Everywhere
The experience didn’t just start in Hackney. Earlier that day, San Miguel surprised travellers at Stansted Airport with a spontaneous offer to keep their holiday vibes alive — a second chance to “Fly San Miguel” right there at baggage reclaim.
The Message? Summer Starts When You Say Sí
Fly San Miguel was more than a party. It was a statement. Brits are ready for more impulsive moments, and San Miguel is ready to deliver them. This summer, the brand is rolling out limited-edition packaging and more surprise experiences designed to bring a taste of Spain to every corner of the UK.
So next time you see a San Miguel, remember — the best memories are made when you say sí.
For more on San Miguel’s summer adventures, head to www.sanmiguel.com/uk or follow @sanmiguel_uk on socials.
