The alcohol industry has always had a gift for packaging the same essential promise — relaxation, sociability, a small rebellion against the workweek — in whatever vessel happens to suit the cultural moment. For Mark Anthony Brands International, the company that brought White Claw Hard Seltzer to pool parties and picnics across the English-speaking world, the moment now calls for a new media agency.

UM, the Omnicom Media agency, has been named global media agency of record for Mark Anthony Brands following a competitive review that began in March, according to a statement from the company. The assignment covers media strategy, planning and buying across the United States, the United Kingdom, Canada and Australia. Mediasense, the consulting firm, managed the review.

The appointment consolidates what had been a divided arrangement. UM previously handled the company's Canadian business, while Haworth Marketing and Media managed the considerably larger United States account. Mark Anthony Brands spent approximately $107 million on media in 2025, according to COMvergence, with $100 million of that in the American market alone.

Sam Reader, the chief marketing and innovation officer at Mark Anthony Brands International, said in a statement that the company had been seeking a partner to "bring strategic consistency" across markets while helping its portfolio — which includes White Claw, Mike's Hard Lemonade and Cayman Jack — connect with consumers through local culture.

Mr. Reader was diplomatic about the transition. "We are incredibly grateful to Haworth for their strong partnership and the impact they've had on our growth journey," he said, before noting that the company's strategy now requires "global scale."

(Translation: the relationship was fine, but the org chart changed.)

The ready-to-drink category, which barely existed as a serious business a decade ago, has become crowded enough to require the kind of cross-border coordination that holding company networks sell as a core competency. Whether the consistency Mr. Reader seeks will taste the same in Sydney as it does in Syracuse remains, as always, a matter for the consumer to decide.

Original story published in campaignlive.com: "Beverage company Mark Anthony Brands taps UM as global media AOR | Campaign US"