Stella Artois manufacturer Inbev has handed the estimated $40m (£22m) task of turning its Latin American beer Brahma into a global brand to US advertising agency McGarry Bowen.The independent New York-based agency is expected to handle the imminent launch of the brand in the UK as there are no plans to make a local agency appointment.
The agency pitched against Leo Burnett, Saatchi & Saatchi and Red Cell for the business. Saatchi & Saatchi handles advertising for the beer brand in Brazil.
Inbev was formed from the merger of Interbrew and Brazilian company Ambev last year. The company believes Brahma, which is virtually unknown in Europe, has the potential to be an international beer brand.
Brahma, which has a Latin American heritage, will target younger drinkers, and Inbev plans to position it as a premium beer. Rival Bud Light has only a three per cent share of the global market.
Inbev has 200 brands in its portfolio including Bass, Beck’s, Hoegaarden, Leffe and Stella Artois. Its biggest rival, Anheuser-Busch, has a stake in Corona, the only other Latin American beer with an international profile.