By Ian Neubauer

Pacific Beverages, a joint venture between Coca-Cola Amatil (CCA) and UK-based SABMiller, is on the verge of appointing a new advertising agency to market its growing beer portfolio.

CCA director of media and public affairs, Sally Loane, said today the company was on the verge of finalising a deal with an agency but refused further comment. However, media reports suggest award-winning agency WhybinTBWA Tequila had inched ahead of finalists M&C Saatchi, Ad Partners and the Brand Shop to win the account.

WhybinTBWA Tequila made news last year after being named B&T Agency of the Year award for its market-leading new business division and impressive international awards haul.  

The Pacific Beverages beer portfolio includes SABMiller international premium beer brands, Peroni Natstro Azzurro and Miller Genuine Draft, as well as the Bluetongue family of beers: Bluetongue Premium Lager, Bluetongue Premium Light, Bluetongue Traditional Pilsner, Bluetongue Alcohol Ginger Beer and Bondi Blonde low-carbohydrate beer.

Pacific Beverages acquired Bluetongue in December for about $30 million with a view of capitalising on its distribution and marketing competencies in the bullish premium beer category.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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