14 August 2007 - Royal Grolsch N.V. is pleased to announce an important step in building Grolsch' presence in Australia. As of 10 September 2007, Premium Beverages Pty Ltd will import, market and distribute Grolsch beer in Australia.
Over the years the Grolsch brand has built a strong reputation as international premium brand among Australian consumers. In order to progress the momentum of the Grolsch brand in this growth sector of the beer market Grolsch and Premium Beverages Pty Ltd have entered into a long term partnership. This partnership will enable Grolsch to further strengthen its position in Australia whereas Premium Beverages, majority owned by Coopers Brewery Limited, will enhance its offering in the premium beer sector. Grolsch will acquire a small minority shareholding in Premium Beverages.
President of Grolsch International, Rob Snel says: “We are very excited to team up with Premium Beverages and Coopers. We share the passion for premium beers. The sales performance of the Premium Beverages organization over the last 4 years is impressive. For Royal Grolsch this partnership is an important step towards achieving our strategic goals in one of our international key markets”.
Premium Beverages’ strategy is to become the leader in premium beer market in Australia with a limited range of complementary quality brands. Bruce Siney Managing Director of Premium Beverages states: “The premium segment is showing a very healthy double digit growth. With the Grolsch brand in the portfolio we are absolutely better positioned to benefit from the growth opportunities in the market. We will have a more attractive offer for the consumer and the customer”.