Brain awards 2m ale launch to MBA

Cardiff-based brewer SA Brain has appointed MBA to help with its national roll-out of premium cask-conditioned ale, Brain’s SA.

The account is claimed to be worth up to 2m, although details of the budget and strategy have yet to be finalised. The initial spend is likely to be considerably less.

MBA saw off competition from GGK, Integrator and Braxas.

SA Brain is an independent family-owned brewery and its products are only available in the on-trade in Wales and parts of the West County. The brewery wants to market the product in other regions and then launch it across the country.

SA Brain’s free trade director Malcolm James says: “SA already has a reputation with regular Brain’s drinkers in South Wales and we’re certain it will impress drinkers further afield.”

Off-trade sales are handled by Whitbread’s Take Home division, which two years ago entered a distribution agreement for Brain’s SA, Brain’s Bitter and Brain’s Dark brands.

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