Six shops are participating in the $30 million media review initiated by Boston Beer last week, say sources.

The brewer of Samuel Adams New England nectar is eyeing Zenith Media, Initiative Media, MindShare, The Media Edge, Carat and independent shop Media First, all in New York.

The triumphant agency will fill the shoes of the same city’s MediaCom, whose recent victory in Diageo’s US beer and spirits review conflicted with its duties for BB [WAMN: 18-Sep-01].

In addition, Boston Beer has tapped Big Chair, again in New York, to handle its $20m-plus creative account, ousting incumbent McCarthy Mambro Bertino in Boston [WAMN: 28-Jun-01].

News source: