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SABMiller appoints international brand director for Grolsch

19 March 2008

Grolsch bottle
SABMiller plc, one of the world’s leading brewers, is pleased to announce the appointment of Ronald van Amerongen to the group marketing team as the International Brand Director for Grolsch.  It follows SABMiller's acquisition of Royal Grolsch which was finalised on 21st February 2008.

Reporting to Nick Fell, SABMiller’s Group Marketing Director, Ronald was previously Grolsch Director for Global Marketing, where he was already responsible for the growth of the Grolsch brand in its domestic and international markets.

Commenting on his appointment, Nick Fell said:

“I am very pleased to welcome Ronald and of course, Grolsch, to SABMiller. Grolsch will provide SABMiller with a powerful addition to its international portfolio, and Ronald brings with him experience and understanding of the Grolsch brand. Within the SABMiller family Grolsch will continue to build on almost 400 years of brewing heritage, and together we will establish new positions in the most important emerging beer markets around the world. I look forward to working with Ronald to write the next chapter in this great brand’s history.”

Previously, Ronald worked for Friesland foods as Marketing Director for the juices and still drinks business and as International Marketing Manager for the enhanced nutrition business.  

Ronald will continue to be based in Enschede, Holland, and will develop a global positioning and assets for Grolsch, whilst working with SABMiller’s international markets to determine the support programme to develop the brand.

Grolsch’s provenance, unique taste profile and existing premium positioning will play a highly complementary role in SABMiller’s international brand portfolio and better position SABMiller to grow market share in the fastest growing segment of the global beer market. The SABMiller group has the scale and reach to grow the Grolsch brand internationally via its operations which span more than 60 countries, across six continents.

SABMiller’s global footprint provides opportunities to take the Grolsch brand into new geographies, particularly in developing markets where, historically, quality Northern European brands have often established the premium segment.


About SABMiller plc
SABMiller plc is one of the world’s largest brewers with brewing interests or distribution agreements in over 60 countries across six continents. The group’s brands include premium international beers such as Miller Genuine Draft, Peroni Nastro Azzurro and Pilsner Urquell, as well as an exceptional range of market leading local brands.  Outside the USA, SABMiller plc is also one of the largest bottlers of Coca-Cola products in the world.
In the year ended 31 March 2007, the group reported US$3,154 million adjusted pre-tax profit and revenue of US$18,620 million.   SABMiller plc is listed on the London and Johannesburg stock exchanges.

This announcement is available on the company website:

About Grolsch
Grolsch is a 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 the United Kingdom, the United States, Canada, France, Australia and New Zealand. Grolsch is focused on targeting the premium segment with the Grolsch brand as its main product.

In the year to 31 December 2007, Grolsch reported turnover of €332.9 million and net profit of €20 million. Total worldwide sales volumes were 3.3 million hectoliters (hls), comprising 1.6 million hls of domestic volumes in the Netherlands, and 1.7 million of international volumes. Grolsch has approximately a 15% market share in the Netherlands, where it operates from one brewery in Enschede. Its main domestic brands include Grolsch Premium Pilsner, which represents approximately 90% of total volumes in the Netherlands. Grolsch achieves approximately 74% of its international sales volumes in the United Kingdom, the United States, Canada, France, Australia and New Zealand through a network of alliances.

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

About the Grolsch takeover
SABMiller plc announced on 21 February 2008 that it had completed the purchase of 99.46% of the issued and outstanding ordinary shares of Koninklijke Grolsch N.V.  The listing of Koninklijke Grolsch N.V. will be terminated on 20 March 2008

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

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

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