SABMiller announces $4 million Grolsch launch in South Africa

SABMiller plc, one of the world’s leading brewers, today announces that its South African subsidiary, SAB Ltd, is launching Grolsch – the group’s premium Dutch beer brand.

The iconic 450 ml ‘swingtop’ bottle and the 330 ml flat-sided crown top will be available nationally in on and off trade outlets from 23rd June. Both formats will be imported from the Grolsch brewery in the Netherlands in non-returnable packaging.

The $4 million launch includes a new television commercial, created specifically for South African consumers, which emphasises the craftsmanship employed in brewing the beer. This will be supported by outdoor and print press campaigns.

Ronald van Amerongen, International Brand Director for Grolsch, said:
“The launch of Grolsch in South Africa is an exciting first step in SABMiller’s global ambition for the brand. South Africa is the original homemarket of SABMiller and is a fast-growing consumer market for premium beer. This launch is the first of many, as we continue to develop Grolsch’s presence around the world. ”

Tony van Kralingen, Managing Director of SAB Ltd, commented:
“In recent years we have built up a strong portfolio of local and international premium brands. Premium Italian beer, Peroni Nastro Azzurro, doubled its volumes in the market last year and Grolsch will play a pivotal role in this fast-growing segment. At a local level, Hansa Marzen Gold has had a very successful launch and Castle Lite saw significant growth last year.”

Grolsch is part of SABMiller’s global premium brand portfolio which also includes Peroni Nastro Azzurro, Pilsner Urquell and Miller Genuine Draft.

With almost 400 years of brewing tradition, Grolsch is positioned as a true Dutch beer based on a recipe and brewing secrets passed down from generation to generation and complemented with 21st century processes and state of the art innovations.

Initially, Grolsch will be launched and supported in carefully selected outlets, including premium bars and restaurants, to ensure that the brand is established among its target consumers. All brand touch points – including branded glasses, staff clothing and promotional gifts - will reflect Grolsch’s image as a modern classic.