Brewing giants seek media agency to help boost sector

The Global Brewers Initiative, created by a consortium of the nation's largest brewers, is looking for a media agency to handle its estimated £3 million account.

Flagging fortunes: the consortium aims to revive British pubs
Flagging fortunes: the consortium aims to revive British pubs

The initiative, which comprises brewers including Anheuser-Busch Inbev, Molson Coors and Budweiser Budvar UK working alongside the British Beer & Pub Association, aims to improve the public’s opinion of beer and revive the sector. The consortium has engaged AAR to oversee the review.

In May last year, the brewers appointed Rainey Kelly Campbell Roalfe/Y&R to handle the advertising campaign for the launch. RKCR/Y&R won the business after a four-month pitch process against DLKW Lowe, Now and 101.

The agency has been tasked with creating a campaign, which is expected to break later this year, to help change attitudes towards the brewing industry and reflect the positive approach that brewers have taken in promoting responsible drinking.

The Global Brewers Initiative was founded in 2010. Part of its remit also includes supporting the industry on issues such as beer excise and commercial freedom.


Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).