The company has invited six agencies to take part in chemistry meetings and will whittle that number down to three for the pitch, which begins around 10 June.
Amy Holdsworth, the UK marketing director at Tata Global, is leading the process, working with Oystercatchers and TradeMark Management.
The incumbent agency Dare was asked to pitch but declined the invitation. Dare inherited Tata Global Beverages as a client when it merged with MCBD in 2011. MCBD had worked on the account since 2008.
Last week (1 May) Dare welcomed a new chief executive – the former Saatchi & Saatchi managing director Leigh Thomas – to replace Lee Leggett.
Earlier this month Sainsbury's, which currently works with Dare on its digital work, launched a review of its digital roster. Dare was given a place on the roster automatically but will have to share the business.