Interbrew trims below-the-line roster down to four

LONDON – Interbrew has slimmed down its below-the-line roster to four agencies to work across its beer brands.

Carlson Marketing Group will work primarily on the £1m Stella Artois business, which was previously handled by Boy Meets Girl S&J.

The Marketing Store will oversee the Castlemaine XXXX business; Vitamin V will handle speciality beers ales and stouts; and Stand will work on Tennent's.

The roster will handle all the brewer's below-the-line activity except point-of-sale, manufacturing, PR and sponsorship.

Interbrew previously used 10 agencies across its beer business. Creative agencies Bartle Bogle Hegarty and Lowe are unaffected.

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