Shops Get a Shot at Michelob

Anheuser-Busch has asked four roster shops to pitch new ideas for the brewer’s $40 million Michelob brand, sources said.

The St. Louis brewery is also looking for strategies behind a possible line extension of Michelob and has talked with at least two roster shops about that, sources said.

Michelob’s lead agency, Leapnet in Chicago, which developed the current “Beer, or Michelob?” campaign, is among those making presentations, according to sources.

Also involved: Goodby, Silverstein & Partners in San Francisco, which shares Budweiser with DDB Chicago; Red Advertising in Boston, which has done new-product work for the brewery; and Waylon Ad in St.