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Grolsch Starts Quality Programme For Food Service Industry: “Tastier Beer”

9 August 2012

Enschede, August 7, 2012. Grolsch is starting the summer with the slogan “a perfect beer tastes like more,” the Tastier Beer Programme. Together with food service industry entrepreneurs, Grolsch wants to improve the serving of a glass of beer, its presentation and the corresponding service. The programme has to lead to a constant quality improvement in food service industry businesses. For the consumer, not only is the quality of the beer important, but also the quality of the service. The goal of the Tastier Beer Programme is to increase satisfaction among customers, which eventually will lead to higher sales for food service industry entrepreneurs.

Company scan
Grolsch wants to work together with food service industry entrepreneurs to improve the quality of beer tapping and serving. Everybody will profit from it, not just the entrepreneur and Grolsch, but also the customer. Food service industry businesses who participate in the Tastier Beer Programme will undergo an extensive company scan by an independent food service industry professional. They’ll be judged on how they treat beer, their service, their service levels, their hospitality, and their maintenance and hygiene of beer taps and tubes. The points on which to improve based on this scan are the basis for the improvement programme of the business.

The improvement programme can be different for each food service industry business, ranging from beer tapping instructions and coaching for the staff to tips on maintenance and improvement of technical knowledge. Grolsch wants to work together with the food service industry entrepreneur to improve the overall quality of the presentation of beer, with the end goal of extra appreciation of the customer. Food service industry businesses that go through the whole improvement project receive a certificate, a front plate and will be mentioned in the guide of certified food service industry businesses of Grolsch.

Edwin Blom, head of sales at Grolsch, said: “We at Grolsch want to talk about beer with food service industry entrepreneurs. The starting point will be quality. We would like to see the devotion and the expertise with which we brew our beer back into the serving of a glass of beer. When a glass of beer tastes perfect and is perfectly tapped, a customer will order a second glass of beer sooner.”

The food service industry has to put in a bigger effort in these times of crisis to meet the expectations of the customer. A joint approach by Grolsch and food service industry entrepreneurs to flavour and quality could help. Grolsch will start approaching food service industry entrepreneurs this summer about the Tastier Beer Programme.


Contact information
Royal Grolsch N.V.
Helen ter Huurne
Department Corporate Affairs
Tel: 053 – 48 33 407


About Grolsch
Royal Grolsch N.V. is a company with a history dating back to the year 1615. That’s why Grolsch is one of the oldest and most successful breweries in the Netherlands. Grolsch is active in the Netherlands as well as in a large number of international liquor markets. Grolsch has a premium position worldwide, in which the unique qualities of Grolsch, such as distinguished flavour, top quality, tradition, aspiration, authenticity and enjoyment together, are key. Since 2004, Grolsch has been located at a modern brewery in Enschede. Grolsch has been a subsidiary of SABMiller plc since February 12, 2008.

This SABMiller subsidiary news release has been translated from its local market language to English language for publication on 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 7 August 2012.


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