SABMiller launches Grolsch in Russia
26 August 2009
SABMiller Russia, a subsidiary of world-leading brewer SABMiller, is to begin local production of Grolsch, making the brand accessible to a wider range of consumers.
Grolsch first came to the Russian market brand in 1997 and currently ranks 5th in the imported segment. The launch of local production will build on this success by increasing the availability and accessibility of the brand to more consumers. In Russia Grolsch will be produced in a 500ml can and twist off bottle whilst the original swing-top bottle will continue to be imported from the Netherlands.
Ronald van Amerongen, Global Brand Director for Grolsch, said: "This development is an exciting step in SABMiller's global ambition for Grolsch. Our brewing experts have been working closely with the team at the brewery in Kaluga to ensure that discerning Russian beer drinkers can enjoy Grolsch's distinctive taste and superb quality outside the Netherlands."
In addition to installing a new packaging line, SABMiller's Kaluga brewery will use the identical technology, processes and ingredients to those used in Enschede, Grolsch's home in the Netherlands. Once local production starts, a Brew Master from the Royal Grolsch brewery will be monitoring the lager's quality and taste on a regular basis.
Grant Harries, MD of SABMiller Russia said: "By brewing Grolsch locally we are extending our presence in the important ‘licensed' segment of the Russian beer market. Grolsch will play an increasingly important role in our portfolio here and we now have the flexibility to make the brand affordable to a wider range of consumers."
The launch will be supported with an advertising and PR campaign, which will involve famous unconventional Russians: Denis Simachev, Alexey Zimin and Sergey Minaev. Last month, it was announced that the distribution of Grolsch in Poland was taken over by Kompania Piwowarska, SABMiller's Polish subsidiary.
Notes to editors
SABMiller plc is one of the world's largest brewers with brewing interests and distribution agreements across six continents. The group's wide portfolio of brands includes premium international beers such as Grolsch, Miller Genuine Draft, Peroni Nastro Azzurro and Pilsner Urquell, as well as market-leading local brands such as Aguila, Castle, Miller Lite, Snow and Tyskie. SABMiller is also one of the largest bottlers of Coca-Cola products in the world.
In the year ended 31 March 2008, the group reported US$3,639 million in adjusted pre-tax profit and revenue of US$21,410 million. SABMiller plc is listed on the London and Johannesburg stock exchanges.
This announcement is available on the company website: http://www.sabmiller.com/
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.
See also http://www.royalgrolsch.com/
A subsidiary of SABMiller plc, SABMiller Russia is one of the leading brewing companies in the world. Total amount of investments for ten years have exceeded $700 million. It has a market value share of 10% and volume share of 6% (according to AC Nielsen, 2008). The company portfolio comprises a wide range of premium international and well-known local brands like Miller Genuine Draft, Pilsner Urquell, Velkopopovicky Kozel, Grolsch and Zolotaya Bochka. The company has over 2,000 employees in Russia, production sites in Kaluga and Vladivostok, and is completing construction of a Greenfield brewery in Ulyanovsk.
Corporate Media Relations Manager
Tel: +44 20 7659 0172