Japanese beer brand Asahi Super Dry has appointed Havas as its new global creative agency following a selection process kicked off in October and managed by consultancy AAR.

The move will see the global agency take charge of Asahi Super Dry’s creative output across all international markets, except in its home nation of Japan.

Picked at the conclusion of a competitive pitch process, Havas won out against big-name rival firms Adam&EveDDB, Dentsu Creative and McCann.

“Strategically and creatively, Havas impressed the team over the course of a rigorous pitch process and we’re excited to start this next chapter of growth together,” Asahi Europe and International category and global brands director, Małgorzata Lubelska said.

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Havas London is set to lead on the beer firm’s account, with support provided locally by other Havas Media Network agencies.

Havas UK chairman and group chief creative officer, Mark Whelan added: “Asahi Super Dry is an iconic brand which deserves to be a top 10 beer globally.

“We’re so happy to be chosen as its global creative partner, after an extremely collaborative, ambitious and respectful pitch process, to help realise that ambition. It also happens to be my favourite beer, so that’s personally very pleasing.”