SAB launches Grolsch

Amstel it ain´t. But it´s Dutch and that is all that counts. From the end of June Grolsch will be available nationally in on and off premises.

SABMiller, South Africa´s near-monopolistic brewer, reports that its South African subsidiary, SAB Ltd, is launching Grolsch – the group´s premium Dutch beer brand. SABMiller acquired the Dutch Grolsch brewery earlier this year in an effort to compensate the loss of Amstel sales in South Africa due to Heineken terminating the licensing contract with SAB in 2007. Read on

According to SABMiller, Grolsch´s iconic 450 ml “swingtop” bottle and the 330 ml flat-sided crown top will be available nationally in on and off trade outlets from 23 June 2008. Both formats will be imported from the Grolsch brewery in the Netherlands in non-returnable packaging.

The USD 4 million launch includes a new television commercial, created specifically for South African consumers, which emphasises the craftsmanship employed in brewing the beer. This will be supported by outdoor and print press campaigns.

Initially, Grolsch will be launched and supported in carefully selected outlets, including premium bars and restaurants, to ensure that the brand is established among its target consumers. All brand touch points – including branded glasses, staff clothing and promotional gifts – are supposed to reflect Grolsch´s image as a modern classic.