Anheuser-Busch announced today that beginning in 2007 they would begin exclusively distributing Grolsch in the United States. The Netherlands beer is most famous for its unique green bottle and ceramic flip-top crown. The AP Story by Christopher Leonard ran in today’s LA Times, as well as other papers throughout the country and abroad. From the press release:
Anheuser-Busch will become the U.S. importer of the upscale Grolsch traditional European beer brands, giving the American brewer a well-established and popular entry in the growing U.S. import category, the two brewers jointly announced today.
The agreement gives the Dutch brands access to the Anheuser-Busch broad marketing and sales expertise and to its wide reaching U.S. distribution network. The deal is part of an aggressive push by Anheuser-Busch into high-end beer categories.
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The agreement will be effective January 2007. Terms of the agreement were not disclosed. The imported Grolsch beer will continue to be brewed at the Grolsch brewery in Enschede, Netherlands, for export to the United States.
Grolsch is currently distributed by United States Beverage (USB) of Stamford, Connecticut. Calls to USB for comment were not immediately returned. I will update this story once they have responded. USB was founded by Joseph J. Fisch, Jr., formerly of Seagram’s. Grolsch was arguably the most popular beer in their portfolio. Once rumored to be in line to pick up Bass Ale, they currently also distribute SLO Brewing and Mariner of Holland, along with several alcopops and coolers.