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Grolsch starts COOL offensive Nothing but cold cans of beer this summer

28 April 2009

At the start of the ‘cans of beer season' in The Netherlands - Queen's Day - Grolsch offers the solution to lukewarm cans of beer: ‘COOL'. With COOL, Grolsch will help the consumer enjoy delightfully cold cans of beer. Consumers can keep their cans of beer cool longer in the Cool Bag, all Grolsch cans will be equipped with a Cool Meter and the cans have Cool Tips written on them. Another exciting feature of COOL is the Cool Service, which lets consumers trade in their lukewarm can of beer - no matter what brand it is - for a cold can of Grolsch. COOL is part of Grolsch' goal to make sure that everyone can always enjoy quality beer no matter where they are. This summer Grolsch will do everything in its power to put an end to lukewarm cans of beers forever!

Trade-in service for all brands of cans of beer
The Cool Service that allows people to trade in their lukewarm cans of beer for a cold can of Grolsch will be travelling through The Netherlands starting on Queen's Day. During several festivals, such as ‘Lowlands' and the ‘Zwarte Cross', and during several events, such as the ‘Uitmarkt' in Amsterdam, the ‘Vierdaagse van Nijmegen' and de ‘Sneekweek', the pimped out old-timer bus will be present. This is where everyone can trade in his/her lukewarm can of beer for a cold can of Grolsch. Cans of beer of any brand that is sold within The Netherlands can be traded in for a cool can of Grolsch - with the exception of generic brands or store brands. In this way, the Cool Service guarantees that everyone can enjoy this summer to the fullest with a delightfully cold can of beer in the park, at a festival, or while camping.

Cool Meter and Cool Bag
Starting June 1st, every can of Grolsch will be equipped with a Cool Meter. The Cool Meter turns blue when the beer has reached its recommended drinking temperature (6° to 8° Celsius). Keeping the cans at this temperature will be easy this summer thanks to the Grolsch Cool Bag. The trendy Cool Bag comes packed with 12 cans of Grolsch (33 cl) and will be available starting May 4th at various supermarkets and liquor stores throughout the Netherlands. The recommended retail price for the bag is  € 9,99.

As unique as Grolsch
Jan Nales, Director of Marketing: "Grolsch is a brand that marches to the beat of its own drum. It has its own unique taste and a passion for quality, always and everywhere. Consumers should expect a high-quality beer from us. That also means a can of Grolsch that is cold. With the new COOL campaign and its great solutions to keeping cans of beer delightfully cold, Grolsch plans to meet these expectations." 

The can-of-beer offensive will be a multimedia one. With TV commercials, an outdoor campaign, and promotions online, as well as in-store, Grolsch will make this a very cool summer.

Editorial information
For more information and/or visual material, please contact:

Royal Grolsch N.V.
Helen ter Huurne
Corporate Affairs Department
Phone: 053-483 31 76

About Grolsch
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.

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