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Rolling Rock Acquired By Giant Brewer Anheuser-Busch

Giant brewer Anheuser-Busch is getting even bigger. The St. Louis-based beer marketer announced last Friday that it is acquiring the Rolling Rock beer brand from InBev USA for $82 million. "We live in a diverse world where consumers are hungry for variety," Anheuser-Busch President August A. Busch IV said. "Acquiring Rolling Rock enables us to reach a new audience and to continue building our broad portfolio of products that meet the wide-ranging needs of consumers." A-B said it will begin brewing Rolling Rock and Rock Green Light in August and doesn't plan to change the recipe. The brand was introduced in 1939 by Latrobe Brewing Co. It was acquired by InBev's Labatt U.S.A. in 1987, and has long been known for its distinctive painted green bottles and unique brand positioning. However, it shares a common trait with many other domestic beers in that consumers are buying less of it. Rolling Rock represents only a small portion of sales of InBev USA, the U.S. subsidiary of Belgian-Brazilian brewer InBev SA. The company is selling the brand to concentrate on its premium U.S. imports led by Beck's, Stella Artois and Brahma, a company spokesman said.

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