Hoegaarden beer consumer brief is handed to Cow PR

Cow PR has been appointed by alcohol importer Interbrew UK to

handle consumer promotions for white beer brand Hoegaarden.

The win, after a three-way pitch, will see Cow undertake a ten-month

campaign based on sampling and media relations for the beverage.

The account is led by Cow co-founder Sian Morgan, reporting to

Hoegaarden marketing manager Stuart Ibberson at Interbrew UK. There was

no previous retained agency for the brand.

According to Morgan, the promotion of the beer will be aimed at 25 to

35-year-old males, with the purpose of positioning Hoegaarden as a

'premium' beer, moving away from its current 'style-led image'.

Morgan was heavily involved in promoting the launch of the drink when it

first emerged in the UK in 1994, while she worked for Cohn & Wolfe.

She was previously an associate director at Weber Shandwick before

founding Cow in November 2000. Other Cow clients include Pret A Manger.

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