SABMiller/Anheuser-Busch merger is spilling Account Reviews

Steve’s breakdown: Today it’s Perone, the Italian brew brand, but tomorrow it could be Grolsch or Meantime. If you still want in on Perone contact The Observatory but for the others, particularly Grolsch, contact Asahi Group at 310-214-9051.

TORRANCE, CA: Perone’s new owner has been meeting with ad agencies this week and is drawing up a pitchlist. The process is being run through The Observatory. Pitches are due to take place in early summer.

The incumbent is M&C Saatchi, which has held the account since 2012 after beating Havas London and J Walter Thompson London.

The appointed agency will be asked to reinforce Peroni’s position as a “super-premium” beer. The work will involve integrated activity.

Peroni, Grolsch and Meantime were sold by SABMiller to Japanese brewer Asahi Group last year.

They were sold for competition reasons ahead of Anheuser-Busch InBev’s £79bn acquisition of SABMiller.

Peroni did not respond to requests for comment.



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