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.



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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