New owner Scottish & Newcastle has hired integrated agency Harrison Troughton Wunderman to handle its advertising account, worth an estimated £2m.
HTW, best-known as a below-the-line agency, won the business in a battle with TBWA\London.
The hiring of HTW is likely to herald a steep rise in marketing support for San Miguel, which has previously focused on the North of England.
Until now San Miguel's marketing has played on its Spanish provenance, but sources close to the brand suggest the focus will switch to specific product attributes.
San Miguel has not advertised in the UK since last April, when it ran a campaign created by Abbott Mead Vickers BBDO.
Following the acquisition of Bulmers by Scottish & Newcastle in May, the company's portfolio of drinks was consolidated into Leo Burnett and subsequently reviewed.
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