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Grolsch introduces innovative and interactive ‘Live Music Programme’ (Translation)

13 July 2009

- New original gadgets add to experience before and after festivals -

Every live music event has its own character, every festivalgoer has his own identity... With this in mind Grolsch has created its new Live Music programme for this summer. Grolsch introduces the most interactive concert calendar of The Netherlands in cooperation with Live Nation. In addition, Grolsch makes it possible to exchange festival photos and to receive walking directions and line-ups for festivals on your mobile phone. A different and interesting feature is the ‘Walk the Line' application. With this game for the iPhone, Grolsch intends to educate young adults about the responsible consumption of alcohol. Grolsch Live Music revolves around the expression and sharing of live music experiences, and allows people to do this in their own way. It's a great match between innovation, interaction and listening to music!

Exchanging live music experiences
Most people equate attending a festival or live music event with enjoyment and relaxation. It's a unique experience that people look forward to and talk about afterwards. Grolsch Live Music makes it possible to enjoy oneself before, during and after the festival and to exchange experiences. provides information regarding which festivals Grolsch will be attending and which unique gadgets Grolsch has to offer to maximize the festival experience.

The Grolsch Live Music experience concept encompasses among other things:

- Cooperation Live Nation, Hyves and MSN
The most interactive and most searchable concert calendar of The Netherlands can be found at, and starting mid-July. It offers an overview that shows you the concerts and festivals that will be taking place in The Netherlands and it also tells you which ones your friends will be attending. The most unique festival moments will be available on MSN and Hyves. Special MSN photo teams will be visiting the different festivals and festivalgoers can also add their own ultimate festival photos.

- Exchanging festival photos
The new Grolsch clasp bar, a place where festivalgoers can go to enjoy a nice, cool clasp bottle, is equipped with a unique photo unit. Visitors will be able to have their own ‘Who do you cheers?' photo taken here. A personal code will allow people to view the photo at home and link it to photos of other festivalgoers. It will be possible, for instance, to find all the people that share the same name as you and had their photo taken at Lowlands. It's a clever way to create an original festival photo and upload it to one's own Hyves page.

- Route line-up
During the North Sea Jazz Festival, Grolsch will provide visitors with the most optimal walking routes and line-ups on their mobile phone. Of course, these are geared towards everyone's own taste and preferences. For example, someone who is in the mood for a swinging night can choose the "Go swing route" and someone who is hoping to spot some young jazz talents can opt for the "Go young route."

- Personalised tour shirt
The ultimate way to express live music experiences is a personalised tour shirt. This allows festivalgoers to show which live performances they have attended in the past years or which ones they still wish to attend. The tour shirts can be ordered for free (only a fee for shipping will apply) after the purchase of a case of Grolsch that will contain a code, or they can be ordered at

- The ‘Walk the Line' application
Walking a line as straight as you can while holding an iPhone. In its own unique way Grolsch intends to make young adults aware of responsible alcohol consumption. The goal is to bring the matter to their attention without sounding pedantic. During various festivals a special Grolsch team will be present to let visitors walk the line. In addition, the game can be downloaded from ‘Walk the Line' will be introduced for the first time during the North Sea Jazz Festival.

Showing individuality
Grolsch sees festivals as a great way to involve its target audience with the brand in an active way. "Grolsch is its own brand, with its own unique taste. We deliberately search for the link with original, characteristic festivals and concepts, where the festivalgoer can be himself and can show his individuality. We care about the individual, the visitor himself who wants to express live music experiences and share them with others. Enjoying, celebrating and experiencing before, during and after an event,' says Jan Nales, Director of Marketing at Grolsch.

The new Grolsch Live Music programme will have a multimedia nature. and online interaction will be central themes. But the Grolsch Live Music programme will also be seen in various print media, cinemas and promotions at work. A unique event will be the live broadcast at 3FM during the Grolsch Live Stage at Mysteryland, the most prominent dance festival of The Netherlands.

Editorial information
For more information and/or visual material, please contact:

Royal Grolsch N.V.
Helen ter Huurne
Corporate Affairs Department
Phone: 053-483 34 07

About Grolsch
Royal Grolsch N.V. is a company with a history that dates back to 1615. This makes Grolsch one of the oldest and most successful breweries in the Netherlands. Grolsch is active in the Dutch market, as well as a large number of international beverage markets. Grolsch holds a premium position in the world, in which unique Grolsch values such as taste, top quality, tradition, aspiration, authenticity, and sharing enjoyment are central themes. Since 2004 Grolsch has been located in a modern brewery complex in Enschede. Since February 12th, 2008 Grolsch has been a subsidiary of SABMiller plc.

This SABMiller subsidiary news release has been translated from its local market language to English language for publication on We have attempted to provide an accurate translation of the original material but due to the difficulties of translation slight differences may exist. 
Note, the news release was first published in its local market on 01/07/09

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