Anheuser-Busch to Terminate US Importing Rights to Grolsch Beer Brands
Posted on: Thursday, 15 May 2008, 09:01 CDT
Anheuser-Busch, a beer brewer, has signed a letter of intent to terminate its US importing rights to the Grolsch beer brands.
Miller Brewing Company will become the importer of the Grolsch brands. The deal will provide enhanced protections for Anheuser-Busch equity wholesalers. Anheuser-Busch expects the deal to close by August 1, 2008.
Grolsch has been imported by Anheuser-Busch since April 2006 under an agreement with brand owner Royal Grolsch. In February 2008, SABMiller, parent company of Miller Brewing, completed its acquisition of Royal Grolsch and the Grolsch brands. The financial terms of the deal are not being disclosed.
David Peacock, vice president, marketing, Anheuser-Busch, said: "The time is right to end our importation of these brands. It is important that our wholesalers who transition these brands are able to protect their investments. This agreement includes provisions for our distributors that will compensate them appropriately."
Source: Datamonitor
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