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BOSTON Boston Beer today confirmed it is reviewing ad chores on its Twisted Tea “malternative” ice-tea brand, hiring consultancy Pile and Co. here to assemble a field of agencies to pitch the business.
Independent Octopus in New York, which works on the flagship Samuel Adams brand, will not participate in the competition for Twisted Tea, a client representative said. Twisted Tea has no dedicated lead agency. No other Boston Beer brands are currently in play.
Twisted Tea has consistently spent less than $1 million in measured media in recent years, per Nielsen Monitor-Plus.
Sources
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