Brewer Scottish & Newcastle (S&N) has appointed Tequila Manchester to handle the Continental European work for its Strongbow cider brand. The account is understood to be worth more than £2m.
The agency won the business following a competitive pitch against two undisclosed agencies.
TequilaManchester will develop an integrated communications campaign for the brand across its European operating regions. The brief is expected to cover direct marketing and experiential activity.
UK advertising agency arrangements for the brand will not be affected by the pitch. Existing roster agencies for Strongbow in the UK include Starcom UK, Navigator Response Advertising and St Luke’s. Navigator Response is understood to have previously handled European work for the brand.
S&N has traditionally used several agencies to handle its direct work but it is believed to have wanted to consolidate the Europe-wide business.
Strongbow is the leading cider brand in the UK. The category has been rejuvenated in recent years by growing competition from newcomers such as Magners.
Further growth is predicted as new premium products from S&N such as Strongbow Sirrus and Bulmers Original bring in younger and female drinkers.
In June last year the brewer stepped up its commitment to experiential marketing initiatives for Strongbow with the launch of banner brand Strongbow Entertainment.