Beer News: Grolsch Goes Away In The UK

, Beer News: Grolsch Goes Away In The UK

Gone Baby, Gone

After 35 years at retail, a classic Dutch import will no longer be sold in the UK, the victim of the rise of craft beer, and changing consumer preferences.

Here’s the deal…

Asahi has announced that it had stopped making Grolsch lager in the UK, after ending a brewing contract with Molson Coors, further signaling shifting priorities at the Japanese drinks giant.

“Grolsch became part of Asahi’s beer portfolio in 2016, when former owner AB InBev agreed to sell the brand, along with Peroni and Meantime, as part of its takeover of SABMiller,” according to the Drinks Business.

, Beer News: Grolsch Goes Away In The UKSABMiller acquired the Dutch brewery which was founded in 1615, from Royal Grolsch in 2008.

Grolsch is the 21st largest provider of beer in the world, and is available in 70 countries.

But the United Kingdom, along with the United States, Canada, Australia and New Zealand make up 78 percent of Grolsch’s international sales (by volume), so Asahi’s announcement that it would no longer be selling the brand in the UK speaks volumes.

Grolsch Premium Pilsner is by far its most important export, while its Amsterdam brand grew by 40 per cent in 2006, primarily in Russia and France.

Just as in the US, grocery sales drive beer profits in the UK. And Grolsch, which was contractually brewed for Asahi by MillerCoors in the United Kingdom and Ireland, had stopped being carried by the country’s most important grocery stores

In a discussion with The Grocer, Asahi announced Grolsch’s departure…

“After 35 years, Asahi and Molson Coors have agreed to end the joint venture agreements for the Grolsch brand in the UK and Ireland. As a result, Grolsch is no longer available in the UK and Ireland.”

It is believed that sales of Grolsch both at on-premise outlets and at retail have been hit hard in recent years by the rise in demand for premium and ‘craft’-style beers in the United Kingdom.

And while Grolsch will no longer be sold in the UK, the Tokyo-based drinks giant recently completed its acquisition of UK beer giant Fuller’s brewing business in a deal worth £250 million.

Asahi’s acquisition means that Fuller’s brands have joined the Japanese company’s international portfolio alongside international players such as Peroni, Asahi Super Dry, Pilsner Urquell and Meantime.

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