The Whitbread Beer Company has assigned roster agency Lowe Howard-Spink to launch the new brand Boston Beer from Samuel Adams.
It is understood the agency won the 3m account without a pitch as Whitbread usually assigns new brands to one of its roster agencies, which include Bartle Bogle Hegarty.
The introduction of the beer into the UK was exclusively revealed in Marketing Week (May 17). It has been developed with US brewer the Boston Beer Company, and is a “hybrid” of lager and ale.
The brand is being managed by Whitbread’s strategic development director, Frazer Thompson, who says: “The brand is being tested in the North-east, and we are waiting for the results. We will make a decision in August about the launch. We are confident that it will be successful.”
The agency is understood to be developing creative work for the launch, which will include television advertising.