Budweiser Wuhan International Brewing managing director Y.R. Cheng said the beer brand has a 50 per cent share of the premium segment.
Cheng said that the American beer brand has made strong inroads in China because of its "continuous commitment to quality, premium image, innovative marketing strategies and investment in employee development".
The change in media agency comes as high-end international and local players step up their activities in China.
Budweiser has carved out a strong niche for itself in the more prosperous region of eastern China.
However, its premium segment is coming under increasing attack from brands such as Japan's Suntory, Heineken and Shanghai's Reeb.
According to Carat China and Hong Kong chief executive officer, Thomas Wong, Budweiser would use above-the-line media to strengthen the brand's position in the existing distribution network and expand into other cities and provinces to try to increase its market share in the premium segment.
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