Grolsch brings ode to uniqueness (Translation)
21 June 2010
Royal Grolsch N.V.
Enschede, June 17th, 2010
Tygo Gernandt and Miss Montreal on cover of Eigen.Zinnig Magazine
Together with G&J Publishers, Grolsch will launch a unique magazine in July. Eigen.Zinnig is a one-time magazine, which brings an ode to character and uniqueness in The Netherlands. It will be about famous and not so famous Dutch people, special deeds and authentic things. Because uniqueness is in everyone and can be found anywhere, according to Grolsch. Although Grolsch is the initiator of the magazine, it will be neutral and non-branded. On the cover of the magazine, actor Tygo Gernandt and singer Sanne Hans - also known as Miss Montreal - will both represent the uniqueness of The Netherlands.
Special cover duo
Eigen.Zinnig is about strong unique personalities, and that includes famous and not so famous people. What binds them is their passion for what they do and the unique way in which they do it. The cover shoot for the magazine took place this week with actor Tygo Gernandt and singer Sanne Hans - also known as Miss Montreal. Two opposite personalities, who both have their own view of the world. Renowned photographer Krijn van Noordwijk portrayed Tygo and Sanne with character in Studio 320PK on the Herengracht in Amsterdam. They symbolize everyone who is in the magazine and in that way also represent the uniqueness of The Netherlands.
Famous guest editors
Eigen.Zinnig magazine is divided into five sections: Music, Culture, Character, Culinary and Enterprise. Each section starts off with Dutch people who do their own thing, with their own vision on the world and their specialties. Of course, cover models Sanne Hans and Tygo Gernandt play a role in the magazine. Sanne is attached to the Music section, and Tygo shares his vision on Character. They are joined by writer Joost Zwagerman, who will be connected to the Culture section, and actor and entrepreneur Rick Engelkes, who writes about Enterprise. Top chef Sergio Herman will introduce the Culinary section.
Celebration of uniqueness in The Netherlands
Jan Nales, Marketing Director of Royal Grolsch N.V.: "Critics claim that The Netherlands are becoming less and less unique. Shopping streets are the same in almost every town and you see the same Ikea cabinets in most living rooms. In Eigen.Zinnig magazine we want to show that Dutch people are unique! The launch of this magazine is also the kick-off of a new branding campaign of Grolsch, in which we toast the uniqueness that can be found everywhere and in everyone."
Starting mid-July, Eigen.Zinnig magazine will be available at around 3,000 sales outlets across The Netherlands. The magazine will have 148 pages and there will be 50,000 copies printed. The suggested retail price will be 4.95 euros.
For more information and/or video and photographic material, please contact:
Weber Shandwick Nederland
Shelly Delwel | Talitha Dirkzwager
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, uniqueness 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 G&J Publishers
G+J Publishers is part of Europe's largest publishing house Gruner+Jahr and has been active in the Dutch market for almost ten years, with hits such as National Geographic, Quest, Traveler, Jan and Glamour.
The corporate publishing division is responsible for the concept development, editorial production and distribution of the magazine Eigen.Zinnig.
This SABMiller subsidiary news release has been translated from its local market language to English language for publication on www.sabmiller.com. We have attempted to provide an accurate translation of the original material but due to the difficulties of translation slight differences may exist.
Note, the news release was first published in its local market on [17/06/2010].