Suntory, which also produces and distributes a range of wines and non-alcoholic drinks, is a leading brand in China's beer market, particularly in Shanghai. It has also successfully launched two sub-brands - Prince and New Century - over the past few years.
The appointment of Maximize to handle media underlines Suntory's need to put a more focused communications plan in place as competition in the beer sector intensifies.
Sources also point to rival local brand Reeb, an Asia Pacific Brewery label, closing the market share gap with Suntory in Shanghai. Suntory is believed to have a dominant 50 per cent share of the Shanghai market, while Reeb is about 10 points behind since updating its image in a campaign developed by Bates last year.
Suntory has had a presence in China since the mid-1980s. It has positioned itself as a trendsetter of refreshing style beers in China.
Maximize declined to comment on the account win.
