Carlton United Breweries widens brief for Liquid Ideas

Carlton & United Breweries has appointed PR agency Liquid Ideas to two of the brewer’s biggest brands.

Liquid Ideas will be the retained agency across both Victoria Bitter and Carlton Draught.

The PR agency, which specialises in lifestyle brands, already had a number of the CUB’s products on the roster including Crown, Matilda Bay and their cider brands.The business was won from incumbent Pulse.

Samantha Allen, who joined Liquid Ideas from Pulse in May, told Mumbrella: “It wasn’t a multi-agency pitch. It was due to other campaigns we’ve been working with CUB. It was based upon the depth of relationships and previous successes. We put together a response and were awarded the the business.”