Anheuser-Busch InBev has re-appointed JWT Shanghai as Agency of Record for Sedrin Beer after a competitive four-way pitch for the business.
The win is a major endorsement for JWT, which has held the Sedrin account since 2001.
“JWT’s passion for the brand really came through during the pitch presentation. We have been on a long journey together, we have history, and we look forward to deepening our relationship,” said Joseph Lee, marketing director of Sedrin.
“We’re delighted to be continuing our partnership with AB InBev and taking the Sedrin brand forward, particularly this year with Sedrin being an official sponsor of the 2014 FIFA World Cup,” added Dan Ingall (pictured), managing director of JWT Shanghai.
China is the largest beer market in the world, and accounts for about 25% of global beer consumption. It is twice the size of the second largest market, the US. Competition, however, is fierce as growth rates slow, and marketing matters now more than ever for both domestic and international brands.
Sedrin, which is brewed in the coastal city of Putian, is the leading beer brand in Fujian and Jiangxi provinces, where it sells over 1.2 million tons of brew each year. Sedrin, which targets the 25 to 35 year old market, has sponsored the NBA, which is hugely popular in China, and in 2014 will serve as an official sponsor of the FIFA World Cup.
Source: press release