Asahi Beverages appoints Mindshare as media agency

Asahi Beverages has appointed Mindshare as its media agency following a competitive pitch.

The agency will take responsibility for national media strategy, planning and buying across Asahi brands, including Carlton, Victoria Bitter, Great Northern, Hard Rated and Schweppes, from 1 July 2026.

Asahi Beverages GM Consumer Experience Jarrod Holt said the company was impressed by Mindshare's vision for the partnership and its track record of investing in client relationships to deliver strong results.

“Mindshare has built a reputation in Australia for investing in client relationships to achieve significant results, and we congratulate them on their appointment,” Holt said.

He also thanked all agencies involved in the review process, acknowledging the time, energy and creativity they brought to the competitive pitch.

Maria Grivas, CEO of Mindshare ANZ, said the agency was proud to partner with Asahi Beverages and saw the appointment as an opportunity to demonstrate the role media can play in driving long-term value and impact.

“We have built a proposition and focus that will deliver more connected and effective media outcomes,” Grivas said.

She said Mindshare looked forward to working closely with Jarrod Holt and the broader Asahi team as the companies begin the new partnership.

Asahi also acknowledged the outgoing agency, PHD, for its contributions during the partnership.

The company said it would provide an update on its creative agency pitch in due course.

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