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Asahi Canada hires The Hive

Beer company Asahi Canada has retained The Hive of Toronto as its national advertising agency of record. The account encompasses Asahi's full product line, which includes the Peroni and Grolsch brands. The assignment will include strategic planning, advertising, event marketing and promotional activities. According to the company, pre-existing sponsorship agreements for Asahi brands will also continue. These include sponsorships of the Toronto International Film Festival and the Rogers Cup tennis tournament. The Hive won the account in a competitive review.

Asahi Canada is a subsidiary of Asahi Europe, which is a subsidiary of Tokyo-based Asahi Group Holdings. Asahi is currently in the process of acquiring a number of European beer brands from Anheuser-Busch InBev, including Pilsner Urquell, Lech, Tyskie and Kozel. These brands will also be represented by The Hive.

"Canada is a big priority market for Asahi internationally, as we pursue an overall strategy to grow our beer sales around the world," said Grant Caton, managing director of Asahi Canada. "Canadian consumers have a proven taste for high-quality international beers and they have the sophistication to know what they want and to demand the best. As we grow our presence in this country, The Hive's incredible background as a beer marketer will help us tremendously."

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