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Grolsch chooses Alfred as advertising agency (Translation)

25 July 2011

Royal Grolsch N.V.

Enschede, July 12th, 2011

Starting August 2011, beer brewer Grolsch will join forces with advertising agency Alfred. After an expansive market exploration, it became clear that Alfred would be the most suitable advertising partner for Grolsch. Alfred will be playing an important role in communication strategy and creation for the Grolsch brand in the Netherlands.

In the coming years, Grolsch will focus on growth and considers Alfred a strong business partner in this quest. The no-nonsense culture of the agency fits well with the approach that Grolsch envisions. In addition, the work presented by Alfred, its experience and the connection with its team were all deciding factors.

In choosing Alfred, Grolsch ends its long-time collaboration with advertising agency DDB. "For over seven years we've enjoyed a great and intensive collaboration with DDB. They have secured the position of the Grolsch brand in the Dutch market in an excellent manner. Of course it's a shame to have to say goodbye to an agency after such a long and successful collaboration, but we think it's time for a new approach," says Jan Nales, Marketing Director of Grolsch.

Marcel van Wing, Managing Director of Alfred: "Alfred is happy! Let's be honest, Grolsch is a Dutch icon. A mighty beautiful brand that will be great to work for."

Editorial information
For more information, please contact:

Royal Grolsch N.V.
Helen ter Huurne
Department of Corporate Affairs
Tel: 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 in a large number of international beverage markets. Grolsch holds a premium world position in which unique Grolsch values such as taste, top quality, tradition, aspiration, authenticity, uniqueness and shared enjoyment are central themes. Since 2004, Grolsch has been based at 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 [12/07/2011].

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