D’Arcy tipped to win £4m Beck’s

D’Arcy is tipped to win Scottish Courage’s £4m Beck’s lager account.

The agency is believed to have beaten Fallon in a two-way pitch after St Luke’s was dropped from the contest in the early stages.

Scottish Courage called a review of the Beck’s account in February after a disagreement with incumbent Mountain View over the brand’s positioning.

The Edinburgh-based company brews Beck’s under licence from its German parent. It wants to reposition Beck’s as a mainstream lager, moving it away from the quality export beer niche.

Beck’s has strengthened its position at the quality end of the UK lager market through its sponsorship of the arts over the past 15 years. Earlier this year, it launched a modern art prize – Beck’s Futures – to encourage young talent.

The brand also sponsors Jaguar’s Formula One team.

Scottish Courage has this year increased its marketing spend on its core beer brands by 40 per cent – to £56m.