16 Apr 2015 New premium global beer brand for SABMiller?

The authoritative advertising industry magazine Campaign says the company has been contacting agencies directly about the brief, and the appointed shop will be offered a one-year contract to help roll out the as yet unnamed premium brand.

Locally SABMiller referred queries to its London operation and its response was as terse as it gets, reports BDLive. Richard Farnsworth, business media relations manager, said: “It’s a no comment from us. Just for your understanding, we would never comment on this type of agency pitch rumour.”

Campaign reports that in 2014, SABMiller’s marketing director, Nick Fell, said 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. The magazine also says SABMiller was part of a coalition of brewers that came together in 2013 for a marketing drive to rescue falling beer sales across Europe.

The reported search for a new agency comes as traditional big brewers continue to watch the growth of the global craft beer market, with one out of every 10 beers sold in the US now coming from a micro-brewery.

Source: BDLive.co.za