USA: Anheuser-Busch import of Grolsch to begin in April

Anheuser-Busch announced on March 2 that its agreement to become the U.S. importer of the upscale Grolsch traditional European beer brands will be effective April 1, 2006, nine months sooner than initially agreed. The import alliance was announced last week.

Royal Grolsch N.V. agreed with its current importer to end that contract before its December expiration. The stepped-up timing will give the Grolsch brands access to Anheuser Busch’s marketing and sales expertise before the summer selling season. Discussions by Anheuser Busch wholesalers to gain the Grolsch brands in their territories are under way.

“We commend the job Grolsch and their previous importer did in establishing the brand,” said August A. Busch IV, president of Anheuser-Busch, Inc. “We look forward to building on that foundation.”

Grolsch Premium Lager, the Dutch brewer’s largest-selling brand, is famous for its distinctive taste, iconic “swing-top” bottle closure and green embossed bottle. The deal also includes the entire Grolsch brand line-up, including the small, but growing Grolsch Amber Ale, Grolsch Light Lager and Grolsch Blonde Lager.