The brewer is talking to undisclosed agencies about the brand, which has not advertised in the UK since April. Leo Burnett won the account after it took hold of Bulmers' £8m business in June, but has not created any fresh work for San Miguel.
Prior to the centralisation of the Bulmers account into Leo Burnett, Abbott Mead Vickers BBDO created ads for the San Miguel brand.
San Miguel is the UK's best-selling Spanish lager, competing with premium beers such as Grolsch, Staropramen and Leffe. Its most recent campaign broke in April, with a £2m spend, including national cinema and regional TV advertising focusing on the North of England.
A spokeswoman for San Miguel said the advertising investment would be maintained following the conclusion of the creative review. She added that it was too early to confirm whether marketing spend would be shifted to the South of England.
San Miguel ads have traditionally focused on Spanish culture and lifestyle, which was felt to be aspirational. The brand aimed to capitalise on the fact that 14 million Britons holiday in Spain each year.
The outer packs of the lager were redesigned in May to feature the key brand message of 'Spanish passion for life' alongside images of Spanish festivals. It is not yet known whether San Miguel will continue to use its Spanish heritage for promotional purposes.
The consolidation of the Bulmers brands into Leo Burnett came as Scottish & Newcastle finalised its purchase of the drinks business in May. In August, Bulmers shifted its media from MindShare to Starcom MediaVest, Scottish & Newcastle's agency.
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