SABMiller plc, one of the world’s leading brewers, announced yesterday that its South African subsidiary, SAB Ltd, is launching Grolsch, the group’s premium Dutch beer brand.
The iconic 450 ml “swingtop” bottle and the 330 ml flat-sided crown top will be available nationally in on and off trade outlets from June 23.
Both formats will be imported from the Grolsch brewery in the Netherlands in non-returnable packaging.
The $4 million launch includes a new television advert, created specifically for South African consumers.
The television advert will be supported by outdoor and print press campaigns.
Ronald van Amerongen, international brand director for Grolsch, said:
“The launch of Grolsch in South Africa is an exciting first step in SABMiller’s global ambition for the brand. South Africa is the original home market of SABMiller and is a fast-growing consumer market for premium beer.
“This launch is the first of many, as we continue to develop Grolsch’s presence around the world.”
Grolsch is part of SABMiller’s global premium brand portfolio, which also includes Peroni Nastro Azzurro, Pilsner Urquell and Miller Genuine Draft.
With almost 400 years of brewing tradition, Grolsch is positioned as a true Dutch beer based on a recipe and brewing secrets passed down from generation to generation and complemented with 21st century processes and state-of-the-art innovations.
Initially, Grolsch will be launched and supported in carefully selected outlets, including premium bars and restaurants.
This is to ensure that the brand is established among its target consumers.
SABMiller plc is one of the world’s largest brewers with brewing interests or distribution agreements in over 60 countries across six continents.
Outside the USA, SABMiller plc is also one of the largest bottlers of Coca-Cola products in the world.