Grolsch plans plunder down under
burgeoning imported beer market through a new distribution
partnership in the country.
The group today said that it had entered into an agreement with local group Premium Beverages to import, market and distribute Grolsch in the country to strengthen its presence there from 10 September. The news comes as European brewers continue to tap growing export demand for their products in a bid to boost weaker growth in their domestic operations. Group president Rob Snel said the long-term deal is an important step in helping the company to realise its aims of achieving a greater presence worldwide for their beer. "For Royal Grolsch this partnership is an important step towards achieving our strategic goals in one of our international key markets", he said. Snel told BeverageDaily.com that the group had previously worked with an independent distiller in the country. However the distiller mainly specialised in Ready to Drink (RTD) products and off-sale trade, which Snel said no longer fitted with the Grolsch's long-term plans to expand in the country. With Premium Beverages mostly owned by the Coopers Brewery group, the new deal is expected to grant the company access to a stronger beer distribution network. Along with Grolsch, Coopers' will now be responsible for pushing three premium beers in the country, including its namesake brand, and Budweiser. Bruce Siney, managing director for Premium Beverages, said the agreement would grant the group a stronger portfolio to compete with its rivals. "The premium segment is showing a very healthy double digit growth," he stated. "With the Grolsch brand in the portfolio we are absolutely better positioned to benefit from the growth opportunities in the market." Grolsch's strategy comes amidst rapid growth in Australia for exported beer labels. Between 2001 and 2006 the sales value of imported beers brands in Australia has increased 121 per cent to AUS$733m, according to Euromonitor. The same figures found by comparison, that although it remained significantly higher, the value for domestic beer brands in Australia rose by 13.3 per cent to AUS$11.9bn.
