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Grolsch challenges football fans to make a toast to the unique aspects of football clubs in the east of The Netherlands (Translation)

27 August 2010

The best toast texts will be printed on the club glasses of FC Twente, Heracles Almelo, De Graafschap and Go Ahead Eagles

Grolsch takes pride in the east of The Netherlands as its home base and the many football clubs in the region. To celebrate this, starting in September, Grolsch will go in search of the most unique aspects of FC Twente, Heracles Almelo, De Graafschap and Go Ahead Eagles. What makes these clubs so special? To answer that question, Grolsch is calling all football fans to make a toast to their favourite football clubs via the Internet or text message. The three best toasts will be selected and printed on special beer glasses. These can be collected during three campaign weeks at supermarkets in the region. The glasses will have a completely new design and will be unique collector's items for collectors and lovers of football and quality beer. Starting this autumn, Grolsch will also ask football fans of amateur clubs in the east of The Netherlands to toast to the unique aspects of their clubs.

An ode to the uniqueness of football clubs

Every football club has its own unique aspects: characteristic people, great anecdotes or an authentic past. These are the things that make a club unique. Grolsch wants to celebrate the unique character of football clubs by collecting special toasts about them. An ode to the uniqueness of football clubs in the east of The Netherlands! The main question is: "What makes your club, your club?" The best TO-texts will be selected by Grolsch and the clubs and will be printed on the beer glasses along with the club logo. For example: TO "Proud to be a Tukker" (FC Twente), TO "No one goes where eagles dare" (Go Ahead Eagles), TO "De Superboeren" (De Graafschap) and TO "107 years of football tradition" from Almelo (Heracles).

Toasts via text message and the Internet

The toasts will be collected during the month of September and can be submitted via text message and the Internet. The Internet toasts can be submitted at:,, and This is also where one can find information about the terms and conditions, as well as information about sending a toast via text message.


During the three campaign weeks there will be one glass per club available every week. People can collect a complete set of three unique glasses. The Grolsch glasses feature a completely new design that has never been released before. In the first week of November, the first week of December and the second week of January, the glasses will be available with the purchase of a crate of Grolsch or two multi-packs of cans at supermarkets in the east of The Netherlands.

Toasts to amateur clubs

In October it will also be possible to toast to 50 amateur football clubs in the region that serve Grolsch beer. Football fans can send a toast to the uniqueness of their club via text message. For the amateur clubs there will also be a selection of the three most unique toasts per club. These will be printed on a special Grolsch glass along with the club logo. Starting in January, clubs will be able to sell the complete set of three glasses for 7.50 euro. The proceeds of the sales of the glasses may be used for the decoration of the clubhouse. In 2011 and 2012 the campaign will also start at over 100 other amateurs clubs in the regions that serve Grolsch.


Editorial Information

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

Marjan Veldman
Department of Corporate Affairs
Tel: 003153-483 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 26/08/2010.

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