Grolsch re-launches low-alcohol ‘Stender’ (Translation)
12 January 2011
Royal Grolsch N.V.
Enschede, January 11, 2011
New type of yeast gives Grolsch Stender the refreshing taste of beer
Stender, the brand name of the popular low-alcohol beer by Grolsch from the early 1990s, is coming back! Naturally, it will return in the characteristically green Grolsch bottle and with a new flavor. Starting mid-March, beer brewer Grolsch will put Grolsch Stender 0.5% on the market. With Stender, Grolsch provides the beer lover with a new and flavorful low-alcohol beer. The secret is the yeast that the brewers at Grolsch are using. This special yeast naturally stops the production of alcohol during the yeasting process. The result is the characteristic, refreshing taste of beer with a hint of alcohol.
Traditionally and naturally brewed
The brewers at Grolsch use a special type of yeast for Stender. This innovative type of yeast will stop the production of alcohol during the yeasting process in a completely natural way, without interference from the brewers. This is unique because normally when brewing alcohol-free beer, the brewing process is interrupted to remove the alcohol from the beer. This is not the case with the special type of yeast that Grolsch uses for Stender. The brewers at Grolsch are now able to brew a beer with an alcohol percentage of 0.5 while using a traditional, natural brewing process. This means that all flavor aromas and characteristics of lager will remain intact.
A conscious choice
The hint of alcohol gives intensity to the method of preparation of Stender, as well as the bitterness and taste of lager. As a result, Stender is a good alternative for beer lovers at occasions and times when one wants to limit one's alcohol consumption to a minimum. An added bonus of Stender is its low caloric value. The beer only contains 19 kcal per 100 ml. In comparison, lager contains 41 kcal per 100 ml and soda contains 37 kcal per 100 ml.
100% beer - 0.5% alcohol
Grolsch Stender 0.5% is Grolsch's own unique view on consciously enjoying beer. Grolsch wants to actively promote the responsible use of alcohol, and with the introduction of Grolsch Stender 0.5% into the rapidly growing markets of alcohol-free and low-alcohol beers, Grolsch hopes to provide a new and flavorful alternative to lager. Grolsch has reintroduced the name Stender because recent consumer studies have shown that it still evokes a lot of positive reactions.
Grolsch Stender 0.5% will be available in various supermarkets, liquor stores and establishments starting March 21, 2011. With the introduction of Stender, Grolsch Premium Malt will no longer be on the market. The suggested retail price for Stender is € 2,79 per six-pack.
For more information and/or visual material, please contact:
Royal Grolsch N.V.
Helen ter Huurne
Department of Corporate Affairs
Tel: 053 - 48 33 407
Royal Grolsch 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 www.sabmiller.com. 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 [11/01/2011].