According to an agency source, the Snow Beer brief is centred on creating buzz around the brand. Incumbent shop Saatchi & Saatchi, which has handled the account since 2004, will defend its hold on the business, with DraftFCB, Publicis and Leo Burnett also expected to take part.
Saatchis has rolled out several national campaigns as part of the beer giant’s drive to the top of the brewers’ league table. Currently, the China beer market is dominated by bottled beverages, with consumption in restaurants outstripping draught in bars and nightclubs.
Presentations are expected to take place in mid-July with a decision slated for August.
Meanwhile, Tsingtao Brewery, China’s largest brewery, is reportedly seeking to reposition its pure draught beer.
The review is believed to include Tsingtao’s key agency Ogilvy & Mather, along with Publicis and Grey. The move comes as the brewery attempts to expand its draught production. China’s local beer producers have been losing ground to international competitors at the upper end of the market.
