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