Incumbent Bates has confirmed that it is not taking part in the review.
According to a source: "It's still very early days in the pitch and there are three agencies involved. The client is still just in talks with agencies."
Reeb beer -- an Asia- Pacific Brewery label -- has built on its Shanghai heritage to attract local consumers. Bates, its agency since 2001, was behind this strategy, with the 'Reason I love Shanghai' television commercial launched to contemporise its image to appeal to younger drinkers.
The TVC highlighted this positioning through the jingle 'New Reeb for a new Shanghai'. However, competition from the likes of Japanese rival and relative newcomer Suntory resulted in Reeb's market share falling to about 30 per cent, as Suntory emerged as the market leader just four years after its launch.
It is unclear whether Reeb will continue to focus on its heritage.
Three agencies enter battle for Shanghai's Reeb
Beer brand Reeb has called a pitch for its creative business, with three agencies - including Young & Rubicam and a local ad agency - understood to be battling for the account.