Agencies Order Spaten

Spaten West, a U.S. arm of Bavarian beer company Spaten-Franziskaner-Br…u, has begun an agency search for what could turn into a national beer account.
The division, based in South San Francisco, Calif., put together a list of California contenders, said sources. The winner will handle print, radio and outdoor advertising. Combined billings are estimated at $1-2 million.
“We have narrowed our list down to about three or four agencies,” said Andreas Hildebrandt, a Spaten West executive. Sources said the contenders include three San Francisco shops: Blazing Paradigm, Winkler Advertising and Binocular, which is a startup shop founded by former Publicis & Hal Riney staffers. At least one undisclosed agency is also involved, and other shops may be added to the list, said sources.
Executives from Spaten West will hear presentations later this month, and are expected to make a decision by the end of October. Hildebrandt is conducting the search with colleague Andreas Hausner. Executives from the company’s German headquarters are also involved.
CDHM Advertising, Stamford, Conn., currently handles advertising for Spaten West and Spaten North America, the company’s East Coast division, based in Little Neck, N.Y. The winner of the Spaten West account could also pick up the sister account in the future, said sources.
Munich, Germany-based Spaten, which claims to be the largest distributor of “authentic” (not altered) Bavarian beers in the U.S., is looking to expand the 600-year-old brand here. Its beers include Spaten Premium Lager and Spaten Optimar.