SABMiller calls global contest

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Peroni: Its SABMiller parent works with agencies including 101 and M&C Saatchi in the UK.
Peroni: Its SABMiller parent works with agencies including 101 and M&C Saatchi in the UK.

Brewer opens talks with creative agencies over brief to launch premium beer brand

SABMiller is looking for a creative agency to launch a new beer globally.

The brewing company, which owns brands including Pilsner Urquell and Peroni, has been contacting agencies directly about the brief.

The appointed shop will be offered a one-year contract to help roll out the premium beer.

In 2014, SABMiller marketing director Nick Fell was reported as saying that the brewer was keen to change beer’s image from "just a drink for guys watching sport" to something that paired well with certain foods or appealed to more women.

SABMiller works with a number of agencies in the UK, including 101 on global work and M&C Saatchi on Peroni.

MEC won SABMiller’s £80 million ($119 million) European media planning and buying account in 2011 after a pitch against MediaCom and Initiative.

SABMiller was part of the coalition of brewers that came together in 2013 for a marketing drive to rescue falling beer sales across Europe. SapientNitro looks after the account for the UK initiative, Britain’s Beer Alliance.

SABMiller did not respond in time to comment.

This article first appeared on campaignlive.co.uk.