Pacific Beverages has appointed Tongue as lead creative agency for beer brand Bluetongue, as it prepares an assault on the premium end of the market.
The agency was appointed without a pitch and comes after Pacific recently built a $120 million Bluetongue Brewery in Warnervale earlier this year to boost distribution.
The brand was launched four years ago by Pacific, which is the biggest distributor in the Australian market.
Pacific Beverages chief marketing officer Paul Gloster said: "With the opening of the new Bluetongue Brewery and the additional capacity that is now available, we feel it is a perfect time to reinforce and drive the great taste of the Bluetongue brand with Australian premium beer drinkers.
"Tongue's big idea thinking is just what Bluetongue needs to leverage this once in a lifetime opportunity for the brand."
The Bluetongue range consists of Bluetongue Premium Lager, Bluetongue Traditional Pilsener, Bluetongue Premium Light and Bluetongue Alcoholic Ginger Beer.
Tongue was appointed to the account on the back of individual projects the agency has already handled for Pacific Beverages.
Tongue managing partner John Du Vernet said: "This feels like a match made in heaven, we are both young and growing organisations who love ideas that are delivered with scale."
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