ADVERTISING & PROMOTION: B&R holds onto Beck’s Bier’

Scottish Courage has reappointed Barker & Ralston to its pounds 3m Beck’s Bier account following a three-way pitch against M&C Saatchi and Rainey Kelly Campbell Roalfe.

Scottish Courage has reappointed Barker & Ralston to its pounds 3m

Beck’s Bier account following a three-way pitch against M&C Saatchi and

Rainey Kelly Campbell Roalfe.



The German-brewed beer will be backed by fresh advertising next year,

following on from press and poster ads created by Barker & Ralston which

attacked European Union legislation.



Barker & Ralston’s win is the second agency reappointment for Scottish

Courage, after Collett Dickenson Pearce had a similar success securing

its hold on the pounds 4m McEwan’s Lager account.



But Scottish Courage is understood to be seeking to rationalise its

agency roster following Scottish & Newcastle’s pounds 425m takeover of

Courage last year. The combined brewer currently has nine roster

agencies covering 25 lager and beer brands.



Simon Rhodes, brands director for lager at Scottish Courage, said the

next phase in the development of Beck’s Bier would focus on the

‘uncompromising quality of the product. Barker & Ralston has presented

us with a powerful creative idea which will help drive Beck’s success in

the UK’.



The new campaign is understood to pitch Beck’s as the ultimate premium

beer.



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