Grolsch takes on partnerships in both Australia and Kazakhstan

27 August, 2008
Page 5 
Dutch brewer Grolsch has expanded its global footprint with distribution partnerships in Australia and Kazakhstan.

The Australian deal with Premium Beverages will see Grolsch sold alongside Budweiser in the Australian market.

Premium was set up in 2002 as an 80-20 joint venture between Australian brewer Coopers and Budweiser agent American Beverage Distributors.

Rob Snel, president of Grolsch International, said: "The sales performance of Premium Beverages over the past four years is impressive.

"For Groslch this is an important step towards achieving our strategic goals in one of our key international markets."

Premium said it was aiming to become the leader in the premium beer market with a limited range of complementary brands.

Managing director Bruce Siney said: "The premium segment is showing a very healthy double-digit growth.

"With the Grolsch brand in the portfolio we are better-placed to benefit from the growth opportunities in the market.

"We will have a more attractive offer for the consumer and the customer."

In Kazakhstan, Grolsch has signed a long-term licensing deal with Efes Karaganda, a subsidiary of Turkish brewing giant Efes.

Karaganda will brew the Amsterdam Navigator brand which it previously imported through Russia.


David Williams

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