SABMiller launches Grolsch in Romania
27 May 2010
This month SABMiller, one of the world's leading brewers, launches Grolsch in Romania.
The decision to launch the brand reflects the fact there are a number of Romanian drinkers who don't currently have a beer that suits their needs and lifestyles.
Ronald van Amerongen, global brand director for Grolsch said: "Grolsch is highly recognisable through its iconic swingtop bottle, distinctive taste and rich aroma, but also through its maverick and independent spirit. This charismatic, non-conformist proposition will be a first for the Romanian beer market, where there is a dynamic and creative audience with whom it will resonate powerfully."
Grolsch will be launched on the Romanian market through two unconventional outdoor projects, designed and built up by a team of visual artists, in midtown Bucharest, throughout early Summer. The official launch, the ‘Proud Sponsor of the Experimentalists' will be Romania's first ever underground party and, at the same time, the first exhibition of contemporary art in the subway.
"In recent years we have built up a strong portfolio of local and international brands and as a premium Dutch beer Grolsch will play a key role in this important segment" Grant McKenzie, Marketing Vice-President Ursus Breweries says.
Grolsch will be launched in selected premium outlets in the iconic swingtop bottle. Later in the year it will also be made available in draught, cans and crown top bottles.
About SABMiller plc
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 Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft and Grolsch, as well as leading local brands such as Aguila, Castle, Miller Lite, Snow and Tyskie. SABMiller is also one of the world's largest bottlers of Coca-Cola products.
In the year ended 31 March 2010, the group reported US$3,803 million adjusted pre-tax profit and group revenue of US$26,350 million. SABMiller plc is listed on the London and Johannesburg stock exchanges.
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.
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