AMV Advance to relaunch Lowenbrau for Refresh UK

AMV Advance Public Relations has been selected to mastermind the relaunch of German-brewed Lowenbrau by Refresh UK, the owners of the premium lager's British marketing rights.

AMV Advance Public Relations has been selected to mastermind the relaunch of German-brewed Lowenbrau by Refresh UK, the owners of the premium lager's British marketing rights.

In addition to the relaunch, the firm, which is a wholly owned subsidiary of advertising company AMV BBDO, will handle all consumer and trade PR for the brand for an initial period of 12 months.

AMV Advance won the brief after a competitive three-way pitch. The account will be led by group PR director Lucinda Evans, who explained the absence of an incumbent agency on the 'basic problem that very little marketing had previously been involved in the brand'.

The rights to Lowenbrau were acquired by drinks marketing firm Refresh UK in June 2000 following the closure of Ushers Brewery. The account will report to Refresh UK chief executive Rupert Thompson, who spent 12 years with brewer Bass, and was brand director for Carling when the lager was relaunched in the 1980s.

The 'prestige' Lowenbrau brand will be targeted at 25 to 40-year-olds, specifically what Evans described as 'the discerning lager drinker who is quite knowledgeable about their beer', and 'likely to be impressed by the brand's heritage'.

ABV Advance will be approaching agencies with a view to making a research and evaluation appointment at a later date.

In addition to the Lowenbrau win, Refresh UK has also picked AMV Advance to handle PR for two other brands: Indian lager Bangla, and Manns brown ale.

This follows last month's announcement that the firm would handle PR for the National Television Awards (PRWeek, 2 February)



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