Labatt Brewing UK is handing its brand portfolio to Walsh Trott Chick Smith without a formal pitch.
The business, which is claimed to be worth 4m, includes Labatt’s Canadian lager, Labatt’s Blue and Labatt’s Ice.
The account was previously handled by Abbott Mead Vickers. BBDO. Media buying will remain with CIA Medianetwork.
Walsh Trott will develop a television campaign and possibly some press and poster work, although details have still to be worked out.
Labatt claims that since its UK launch in 1988 the brand has become the seventh largest standard draught lager on the market.
In 1994, the company launched Labatt’s Ice in the highly competitive premium bottled sector following ten years of research and development. The brewer says Labatt’s Ice is now a top-five premium bottled brand in the on- and off-trade sectors.
Labatt is believed to have been talking to Walsh Trott for sometime and is thought to have been impressed by creatives Dave Trott and Graham Smith’s extensive experience in the drinks sector.