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Anheuser-Busch in Deal with Dutch Brew Grolsch

  • Brandweek, Thursday, February 23, 2006 12:45 PM

Grolsch, the Dutch beer in the green bottle with the fancy and fun swing-top bottle cap, just gained a significant amount of marketing muscle. Beginning in January of next year, the beer will be distributed in the U.S. by Anheuser-Busch, the big daddy of American brewers, which has a network of about 600 distributors. "For Grolsch, this is an American dream come true," said Ab Pasman, CEO of Royal Grolsch. "I can only call it a breakthrough. This alliance confirms our international growth strategy, which is based on the conviction that there is most certainly a place in the international beer market for a strong and independent premium brand such as Grolsch." Grolsch is the No. 2 lager in the Netherlands and is exported to 50 countries. Other brews in the brand family include Grolsch Amber Ale, Grolsch Blonde Lager and Grolsch Light Lager, which was introduced in five states last year with TV support from the beer's current U.S. distributor, United States Beverage. The super-premium brew is expected to add considerable cachet to A-B's product lineup. "Grolsch is a quality, well-known name among American drinkers, making it an ideal partner to begin building our import portfolio around," said August Busch IV, A-B's president. "Together with our wholesalers, we are excited to gain these brands and help them grow with the talents and resources only our team can offer."

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