Pilsner Urquell seeks shop for direct work

SABMiller is planning a direct push to back its Pilsner Urquell brand and has invited agencies to pitch for the business.

The winning agency will be awarded a specific project to break in the New Year, although more work is likely to follow throughout 2007.

Last summer, SABMiller set up a UK subsidiary, Miller Brands UK, allocating £30m to raise its brands' profile.

The investment has paid off for beer brand Peroni, which posted a 28% rise in sales in the six months to September.

SABMiller is now turning its attentions to the Pilsner Urquell brand. It has set aside a £2m marketing budget to support the brand in the UK over the next 18 months. Most of the £2m budget will be spent on direct marketing.

A spokesman said the brand has been repositioned as a beer for the connoisseur over the past year.