Hill, Holliday Pushes Anheuser World Select

CHICAGO Anheuser-Busch is rolling out a new beer next Monday called Anheuser World Select with advertising from Interpublic Group’s Hill, Holliday, Connors, Cosmopulos, the client said.

The high-end beer is a European-style lager targeted at drinkers ages 21-34, according to the St. Louis Brewery.

“We have worked with [graphic design shop] Jefferson Studios, St. Louis, and Hill, Holiday, Boston, on this creative,” said Pat McGauley, director of high-end brands at A-B, in a statement.

“Our advertising campaign tells the story of the unique, global approach to creating this new high-end brand,” McGauley said in the statement. “The Anheuser World Select campaign will use the tagline “Ten brewmasters. Four continents. One beer,” which refers to the beer’s international origins.

The brew will be test marketed in New York, Los Angeles, Las Vegas, Denver, Oahu, Hawaii, and Atlanta, as well as internationally in London and Hong Kong. Anheuser World Select will be available nationwide in August.

Marketing support includes outdoor, print, point of sale, and public relations. Spending was not disclosed.

A-B’s last major new brew launch was Michelob Ultra, a new low-carbohydrate beer, which rolled out in May in Chicago, Baltimore, Washington D.C. and Florida. Teaser outdoor ad and print ads were created from Waylon Advertising, St. Louis. The beer debuted nationally in September. Sources pegged ad spending for that introduction as high as $20 million.

The World Select campaign is part of A-B’s ongoing “A-list lifestyle” campaign.

Hill, Holliday’s best known work for A-B has been its Super Bowl spots for the client. In 2002, the shop concocted a talked-about commercial in which the brewer’s Clydesdale horses saluted New York’s skyline. This year, Hill, Holliday aired a spot on the game that showed a Clydesdale football game officiated by a zebra referee.