SABMiller logo


SABMiller unveils new international Grolsch positioning

1 October 2009

Grolsch mark logo

Global campaign hits ‘The Mark'

London, 1 October 2009

SABMiller plc, one of the world's leading brewers, today unveils a new positioning and campaign for its international beer brand, Grolsch.  The brand's heritage and non-conformist ideals are harnessed in its new positioning as a ‘charismatic maverick'.

The new campaign revolves around ‘The Mark', an intriguing symbol derived from the Grolsch logo, and will be executed through events, outdoor advertising, television and cinema adverts.

Since SABMiller acquired the Grolsch business and brand in February 2008, work has been going on to create a strong, differentiated positioning and assets for deployment in the brand's key markets. This launch marks a critical stage in Grolsch's global development.

Ronald van Amerongen, international brand director for Grolsch said: "We wanted to find a way to move Grolsch from a brand with the iconic Swingtop, to a brand which is a global icon in itself.  The new campaign will help to deliver this by bringing Grolsch's unique character to life in a charismatic and intriguing way."

This also includes a television and cinema commercial created by London agency, The Bank. The ad follows one man's journey through life with the Mark featuring as a recurring symbol, highlighting meaningful moments along the way.  Consumers will also be directed to a new website, (coming soon), a place of inspiration and discovery which will host original content such as music, art and insider information as well as pulling in content recommended by users. It will also detail the coolest places to drink Grolsch.

Ian Cassie, creative director of The Bank said: "This campaign is about harnessing the power of symbols to intrigue consumers and convey Grolsch's maverick character. The Mark is shorthand for Grolsch's charisma, craftsmanship and artistry."

The new assets have been developed in alliance with those markets which have been identified by SABMiller as key for Grolsch's development and will initially be launching in Poland and Russia.

View the new advertisement video.

- ENDS -

Notes to editors

SABMiller plc is one of the world's largest brewers with brewing interests and distribution agreements across six continents. The group's wide portfolio of brands includes premium international beers such as Grolsch, Miller Genuine Draft, Peroni Nastro Azzurro and Pilsner Urquell, as well as market-leading local brands such as Aguila, Castle, Miller Lite, Snow and Tyskie.  SABMiller is also one of the largest bottlers of Coca-Cola products in the world.

In the year ended 31 March 2008, the group reported US$3,639 million in adjusted pre-tax profit and revenue of US$21,410 million.  SABMiller plc is listed on the London and Johannesburg stock exchanges.

This announcement is available on the company website:

High resolution images are available for the media to view and download free of charge from the News and Media section of or

About Grolsch

Grolsch is a brand and company with a rich tradition that goes back to 1615. The focal point of Grolsch's commercial activities lies in the Netherlands, Grolsch's historic home market. However, important international markets for Grolsch include  South Africa, the United Kingdom, the United States, Canada, Poland and Russia.

For more information on Royal Grolsch N.V., visit the company's website: or


Bianca Shevlin
Corporate Media Relations Manager
SABMiller plc
Tel: +44 20 7659 0172

Back to news index