SABMiller launches Grolsch in Russia

In Russia Grolsch will be produced in a 500ml can and twist off bottle whilst the original swing-top bottle will continue to be imported from the Netherlands.

28 Aug 2009 --- SABMiller Russia, a subsidiary of world-leading brewer SABMiller, is to begin local production of Grolsch, making the brand accessible to a wider range of consumers.

Grolsch first came to the Russian market brand in 1997 and currently ranks 5th in the imported segment. The launch of local production will build on this success by increasing the availability and accessibility of the brand to more consumers. In Russia Grolsch will be produced in a 500ml can and twist off bottle whilst the original swing-top bottle will continue to be imported from the Netherlands.

Ronald van Amerongen, Global Brand Director for Grolsch, said: "This development is an exciting step in SABMiller's global ambition for Grolsch. Our brewing experts have been working closely with the team at the brewery in Kaluga to ensure that discerning Russian beer drinkers can enjoy Grolsch's distinctive taste and superb quality outside the Netherlands."

In addition to installing a new packaging line, SABMiller's Kaluga brewery will use the identical technology, processes and ingredients to those used in Enschede, Grolsch's home in the Netherlands. Once local production starts, a Brew Master from the Royal Grolsch brewery will be monitoring the lager's quality and taste on a regular basis.

Grant Harries, MD of SABMiller Russia said: "By brewing Grolsch locally we are extending our presence in the important ‘licensed' segment of the Russian beer market. Grolsch will play an increasingly important role in our portfolio here and we now have the flexibility to make the brand affordable to a wider range of consumers."

The launch will be supported with an advertising and PR campaign, which will involve famous unconventional Russians: Denis Simachev, Alexey Zimin and Sergey Minaev.

Last month, it was announced that the distribution of Grolsch in Poland was taken over by Kompania Piwowarska, SABMiller's Polish subsidiary.