Global brewing giant SABMiller’s South African unit, SAB, said on Wednesday that the reaction of local customers to the introduction of Grolsch had been outstanding and early sales “very encouraging”.
The first batch of the premium Dutch brew was introduced to South Africa last week by SAB in a tightly-controlled distribution plan, sending supplies to those customers believed to be best placed to shape the top global brand’s position in the South African market.
The iconic 450 ml “swingtop” bottle and the 330 ml flat-sided crown top are both being made available, imported from the Grolsch brewery in The Netherlands in non-returnable packaging.
Grolsch is being positioned in South Africa as a top-end alternative in the premium beer sector, building on the brewing heritage and master craftsmanship established almost four centuries ago.
The $4-million launch includes a new television advertisement, created specifically for South African consumers. This will be supported by outdoor and print press campaigns.
South Africa is the first country outside Europe to bring to market the Dutch beer, Grolsch Premier Lager, following the acquisition of Royal Grolsch by SABMiller about five months ago. – I-Net Bridge