Grolsch returns to native soil in Groenlo (Translation)
3 October 2011
- Grolsch moves into new establishment in Groenlo in fall 2012 -
Enschede, September 28th, 2011 - Beer brewer Grolsch and the city of Groenlo, in the municipality of Oost Gelre, will quite literally be reunited next year. This is because in the fall of 2012 Grolsch will once again be operating from its birth city of Groenlo. The activities of the Grolsch liquor trade in Enschede, the liquor trade in Babberich and the department of Catering Services (all of which operate under ‘De Klok Dranken') will merge in a location at Bolwerkweg 5 in Groenlo. Starting next year, a total of 58 employees will be working for De Klok Dranken in Groenlo. Grolsch, as well as the district of Oost Gelre, are both looking forward to this reunion.
Grolsch and the city of Groenlo have a rich history together. The origins of the brewery go back to the year of 1615 in the small town of Grolle, in Gelderland, which is now called Groenlo. In 2004, Grolsch started operating from its present ultramodern brewery in Enschede, as a replacement of the old breweries in Enschede and Groenlo. But its strong connection with Groenlo never faded.
Rob Snel, CEO of Grolsch: "The connection that we as a brewery have with Groenlo is very special. The announcement that we would be leaving Groenlo was taken quite hard by people at the time. Here in the east of the country there is a culture of noaberschap (neighbourliness). Involvement with family and the neighbourhood is natural. That culture is also evident in the way in which people approach their jobs here. Our origins are in Groenlo. That connection will always be there. And that's why it feels great to return to our native soil for part of our activities."
The municipality is also delighted with the reunion. Acting mayor Paul Wentink: "We're working very hard with a lot of parties to give Groenlo a new impulse. In many ways, the arrival of Grolsch is therefore very important from a cultural-historical perspective, because of our age-old connection, the jobs that the establishment will create, and of course, also as an important acquisition for the regional business complex Laarberg."
Choice for Groenlo
After various analyses of the surrounding areas, Groenlo emerged as the most ideal location for the new establishment of De Klok Dranken. Groenlo's location is favourable for Grolsch and De Klok Dranken with regards to the provisioning of clients in the east of The Netherlands. In addition, the city is located in the heart of the area with the highest client density when it comes to events for the brewer. Furthermore, other deciding factors in choosing this city were its personal impact, in particular with regard to travel time for employees, and the historical connection with Groenlo.
The new location that was chosen is an establishment at Bolwerkweg 5 in the regional business complex of Laarberg. The building is under construction and will be adapted to Grolsch' and De Klok Dranken's wishes in the upcoming months. The plan is to move into part of the office space (700 m2) and the main hall (5500 m2) in the fall of 2012.
This afternoon, Grolsch and the municipality of Oost Gelre will jointly provide more information and have a toast to the reunion of Grolsch and Groenlo. You are cordially invited to join us for this event. The informal press conference will take place at 14:30 at De Lange Gang, Kevelderstraat 15 in Groenlo.
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 in a large number of international beverage markets. Grolsch holds a premium world position in which unique Grolsch values such as taste, top quality, tradition, aspiration, authenticity, uniqueness and shared enjoyment are central themes. Since 2004, Grolsch has been based at a modern brewery complex in Enschede. Since February 12th, 2008, Grolsch has been a subsidiary of SABMiller plc.
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 [28/09/2011].