The London-based brewer is looking for an agency to develop advertising that gives the beer a consistent global positioning, following the takeover of Royal Grolsch, which took place in 2007.
The process is in the very early stages, and SABMiller is thought to be talking to various roster agencies about the task.
The brief is a new project and is not expected to affect the brand's agencies in individual markets such as DDB Amsterdam, which handles the Dutch account.
The campaign will not run in the UK, where Grolsch is distributed by Coors. UK advertising will continue to be handled by Leith, which recently created an idents series to support the brand's sponsorship of Channel 4 original comedy.
SABMiller paid £583 million for the Dutch brewer Royal Grolsch in November 2007 to add the brand to its portfolio of beers, which include Italy's Peroni, the Czech Republic's Pilsner Urquell, South Africa's Castle and the US brand Miller Lite.