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Grolsch extends contract with Mojo Concerts

5 February 2009

-Mojo and Grolsch to collaborate in 'live music' in upcoming years-

Beer brewer Grolsch and Mojo Concerts have agreed to a further collaboration of five years. The contract will extend from 2010 through 2014 and immediately follows the current contract. In the upcoming six years, Grolsch will be the exclusive beer supplier for most festivals and open-air concerts organized by Mojo. Mojo and Grolsch will present themselves together to millions of festival and concert lovers across The Netherlands.

The contract was signed by John Mulder, Director, Mojo Concerts, Rob Snel, Managing Director, Grolsch and Stefan Rebergen, Director of Sales, Grolsch. "Grolsch is very pleased about this fine collaboration for the upcoming six years. Mojo is the largest and most well-known concert organizer in The Netherlands. This agreement allows us to market Grolsch beer and the Grolsch brand to a large audience", says Stefan Rebergen. "For our consumers, attending a festival, concert or event contributes to enjoying, celebrating and experiencing unique moments. These values fit perfectly into Grolsch' strategy for the upcoming years. In addition, festivals are a great way to actively involve our target audience with the Grolsch brand."

Marcel Surendonk, Manager of Sponsoring for Mojo Concerts: "Grolsch is a strong brand and more importantly it's ‘its own' brand and that makes it a perfect partner for Mojo Concerts. Through its many original festivals and concepts, Mojo manages to build one strong brand after the other, each of which has its own characteristic identity, such as Lowlands and the North Sea Jazz festival. Grolsch fits in with this perfectly. We look forward to the continuation of our successful collaboration."

In this renewed cooperation, online activation plays a key role. The internet contributes greatly to the experience before and after an event or festival. For example, the opportunity for people to win tickets through winning codes on special packages of beer in the supermarket or the option for festivalgoers to exchange their experiences online. In addition, Mojo Concerts and Grolsch will work together to turn www.livenation.nl into the largest ticket portal for live entertainment in The Netherlands.

Editorial information
For more information, please contact:

Mojo Concerts,
Marcel Surendonk,
Manager, Sponsoring
Tel: 015-2121980,
mailto:m.surendonk@mojo.nl
http://livenation.nl

Royal Grolsch N.V.
Carolien Robaard
Corporate Affairs Department
Tel: 053-483 31 76
carolien.robaard@grolsch.nl
www.grolsch.nl
www.koninklijkegrolsch.nl

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.

About Mojo Concerts
Mojo Concerts is the largest and most well-known concert organizer of The Netherlands. From the Red Hot Chili Peppers and Madonna to U2 and Robbie Williams. From the 'North Sea Jazz Festival' to 'A Campingflight to Lowlands Paradise'. Mojo organizes between 120 and 150 concerts each year, attracting approximately 1.2 million visitors. Mojo Concerts is part of Live Nation, an American group and market leader in the live entertainment business.

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