Peroni is understood to have contacted four agencies to pitch for the account.
The beer brand has previously worked with Mother's digital agency, Poke London. Poke produced online work based on the strategy devised by Peroni's lead creative agency, The Bank.
In March, Peroni launched a £5 million integrated communications programme after appointing The Bank in November 2004. A rebranding strategy saw it open a minimalist boutique on London's Sloane Street, which contained an art installation that showcased the beer on a pedestal.
In July, SAB Miller increased its focus on the UK by creating a local subsidiary, Miller Brands UK, to manage sales, marketing and distribution for its beer brands.
This article was first published on Campaign