Grolsch to brew and bottle Miller Genuine Draft
4 March 2009
Grolsch and Miller Brands have agreed that Grolsch will begin producing Miller Genuine Draft for the Irish market from 1 May 2009, replacing production from the Beamish and Crawford Brewery in Cork, Ireland. As of this date, sales and distribution for Miller Genuine Draft in the Republic of Ireland will transfer to Richmond Marketing which will also work closely with Miller Brands in developing and executing marketing plans.
Miller Genuine Draft is, like Grolsch, one of SABMiller's four premium international brands of beer. SABMiller has decided that the Grolsch Brewery in Enschede will be the perfect production location for Miller Genuine Draft products destined for the Irish market.
Miller Genuine Draft is renowned as a fresh-tasting, easy drinking draft beer in a bottle, and is sold in more than 100 countries worldwide. Grolsch will assume responsibility for the brewing and filling of bottles, cans and taps for the Irish market. Rob Snel, Grolsch Managing Director: "We are naturally very happy that Grolsch has been chosen for this task. Grolsch's strategy is focused on optimising the brewery's manpower and increasing efficiency. The brewing and bottling of Miller Genuine Draft will contribute to the production yield, which in turn will contribute to the realisation of our objectives."
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Royal Grolsch N.V. is a company with a history that goes back to the year 1615, making it one of the oldest and most successful breweries in the Netherlands. Grolsch is active in the drinks markets in the Netherlands and a great many other countries. Grolsch enjoys a position as a premium brand throughout the world, with a central role being played by the unique Grolsch values of distinctive flavour, top quality, tradition, aspiration, authenticity and shared enjoyment. Since 2004, Grolsch has been based in a modern brewery complex in Enschede. On 12 February 2008, Grolsch became a subsidiary of SABMiller plc.
About Miller Brands
Miller Brands is a subsidiary of SABMiller, one of the world's largest brewers. Miller Brands has responsibility for the development of all SABMiller's international premium brands across the UK and Ireland; these include Peroni Nastro Azzurro, Pilsner Urquell and Miller Genuine Draft. Through its consistent pricing and distribution discipline, supplemented by engaging marketing activities, Miller Brands is bringing value back into the beer category. Sales are currently growing in excess of 20% year on year in a declining market and this is increasingly recognized and referenced by retailers.